Thai energy brand Carabao in nationwide rollout across the UK

Southeast Asian drinks brand Carabao is set to shake up the UK energy drinks category, with the launch of its energy drink in 325ml slimline cans.
 
Currently rolling out nationwide, Carabao offers consumers a more carbonated and full-flavoured alternative to other energy drinks currently available on the market. 
 
Established 15 years ago in Thailand, Carabao will initially be available in two variants – original and sugar-free – with further flavour launches planned for later in 2016. 

Building on Carabao’s heritage as one of the category leaders in Thailand, partner company Intercarabao will be managing the product distribution in the UK, before embarking on a global rollout.
 
Priced at £1.19 per can, the product takes inspiration from the Carabao, the revered Asian water-buffalo admired for its physical power, extraordinary stamina and unbreakable spirit. Styled with energetic typography and the “bring it on” tagline, the slimline can has been designed to bring to life the heritage and story of the Carabao brand.
 
Peter Gutierrez, CEO of Intercarabao, said: “Our UK research demonstrates there is a huge community of consumers that feel energy drinks do not speak to them or are not relevant for their lifestyle. It’s clear to us that the category could be doing a much better job of appealing to a broader audience, reaching beyond the niche of thrill-seeking young men.
 
“That’s why we’re bringing Carabao to the UK. We want to give consumers with stressful and busy lives a great tasting energy boost that they feel speaks to them. We believe there is an opportunity to broaden the appeal of energy drinks hugely. That’s our mission, for ourselves and our customers.”
 
Carabao’s launch will be supported by a multi-million pound integrated marketing campaign. Kicking off from August 2016, it will be complemented by sponsorship and principal partner deals with English football clubs Reading and Chelsea.