I know one of the Thais that started EST. He brought cases of the stuff to a private function where everyone was drinking booze and forced everyone to try it. It tastes like the cheap cola you used to get in glass bottles in the UK in the 70's and 80's.
They started by commandeering Pepsico's outsourced bottling operation for their own use then forcing the Pepsi distributors to give everyone EST instead. Retailers were encouraged to replace Pepsi with EST. Many did and did not go back.
For a while, Pepsi was not available, as they had no glass bottling operation and their distribution network was actively working against them. It was only temporary.
Got to hand it to EST, it worked pretty well, their product is sh*t, but it can be found everywhere now.
I do tell everyone not to trust the Thais as they will not hesitate to do you over in business if they think they can make more money.