South-East Asian drinks brand, Carabao, is set to shake up the UK energy drinks category, with the launch of its 325ml sleek-canned energy drink in 2016.


Currently rolling out nationwide, Carabao, which will also be a toptier sponsor of Chelsea FC and Reading FC from next season, offers consumers a more carbonated and full flavoured alternative to other energy drinks currently available on the market.

Established fifteen years ago in Thailand, the home of energy drinks, 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 roll out.

Priced at £1.19 per can, the product takes inspiration from ‘the Carabao’, the revered Asian waterbuffalo admired for its physical power, extraordinary stamina and unbreakable spirit. Styled with energetic typography and the ‘Bring It On’ tagline, the sleek can has been designed to bring to life the heritage and story of the Carabao brand.

Peter Gutierrez, CEO of Intercarabao, comments: “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, it will be complemented by sponsorship and principal partner deals with both Reading FC and Chelsea FC.

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