Carabao Xo Seeks An Edge With Whisky Scent

[george]

Carabao XO seeks an edge with whisky scent

BANGKOK: -- Carabao Tawandang Co Ltd yesterday shook up Thailand’s energy-drink market with its latest product, whisky-scented “Carabao XO”, which is expected to increase competition in the final quarter of this year.

Managing director Sathien Setthasit said that there is a significant energy-drink market in Thailand which will continue to grow every year, with total market value expected to reach more than Bt10 billion this year.

“Competition is stiff because existing players’ marketing budgets leapfrogged from Bt700 million in 2002 to Bt1.6 billion per year during 2003 and 2004,” Sathien said.

He said that despite heavy competition, brands were not very different from each other in terms of taste and flavour. As brand loyalty is low among consumers, energy drink manufacturers are forced to allot large budgets for marketing to attract buyers and maintain their market positions.

“We created the new Carabao XO with a whiskey scent as an alternative energy drink for consumers. This product innovation will revolutionise the local energy-drink industry which has been present for more than 30 years in Thailand,” Sathien said.

Carabao XO was developed over a period of about 15 months. Its ingredients include substances that contribute to a whisky scent, which is intended to imbue in users “an extra feel of refreshment that lasts the entire day”, he said.

Carabao XO is non-alcoholic and does not actually taste like whisky.

The packaging comprises a yellow and black label on a green bottle, which is intended to confer the feeling of tough taste, refreshing scent and a different look.

The product’s price is Bt12 a bottle.

Marketing director Kamoldist Smuthkochorn said that the company would allocate Bt100 million for marketing to support the product’s launch this year.

Aggressive marketing activities will try to stimulate widespread product awareness in the target market, primarily current energy-drink consumers aged between 20 and 39 who also enjoy alcoholic drinks.

Television commercials for Carabao XO will start airing today. There will also be road shows in various provinces to stimulate awareness among consumers and retailers.

“Our pre-launch survey found that consumers love the taste of Carabao XO and its positive image,” Kamoldist said. Sermsuk Plc, one of the largest soft-drink distributors in Thailand will distribute Carabao XO.

The original Carabao Dang has become one of the top three best-selling energy drinks in only two years.

--The Nation 2005-09-23

[jrincon17]

Carabao XO seeks an edge with whisky scent

BANGKOK: -- Carabao Tawandang Co Ltd yesterday shook up Thailand’s energy-drink market with its latest product, whisky-scented “Carabao XO”, which is expected to increase competition in the final quarter of this year.

Managing director Sathien Setthasit said that there is a significant energy-drink market in Thailand which will continue to grow every year, with total market value expected to reach more than Bt10 billion this year.

“Competition is stiff because existing players’ marketing budgets leapfrogged from Bt700 million in 2002 to Bt1.6 billion per year during 2003 and 2004,” Sathien said.

He said that despite heavy competition, brands were not very different from each other in terms of taste and flavour. As brand loyalty is low among consumers, energy drink manufacturers are forced to allot large budgets for marketing to attract buyers and maintain their market positions.

“We created the new Carabao XO with a whiskey scent as an alternative energy drink for consumers. This product innovation will revolutionise the local energy-drink industry which has been present for more than 30 years in Thailand,” Sathien said.

Carabao XO was developed over a period of about 15 months. Its ingredients include substances that contribute to a whisky scent, which is intended to imbue in users “an extra feel of refreshment that lasts the entire day”, he said.

Carabao XO is non-alcoholic and does not actually taste like whisky.

The packaging comprises a yellow and black label on a green bottle, which is intended to confer the feeling of tough taste, refreshing scent and a different look.

The product’s price is Bt12 a bottle.

Marketing director Kamoldist Smuthkochorn said that the company would allocate Bt100 million for marketing to support the product’s launch this year.

Aggressive marketing activities will try to stimulate widespread product awareness in the target market, primarily current energy-drink consumers aged between 20 and 39 who also enjoy alcoholic drinks.

Television commercials for Carabao XO will start airing today. There will also be road shows in various provinces to stimulate awareness among consumers and retailers.

“Our pre-launch survey found that consumers love the taste of Carabao XO and its positive image,” Kamoldist said. Sermsuk Plc, one of the largest soft-drink distributors in Thailand will distribute Carabao XO.

The original Carabao Dang has become one of the top three best-selling energy drinks in only two years.

--The Nation 2005-09-23

<{POST_SNAPBACK}>

Whisky Sented ?

[Neeranam]

Whisky Sented ? bah.gif

Whisky scented would be good, but they probably mean "Sang thip" or "Mae khong" or worse which IS NOT whisky.

[Jai Dee]

Tukyleith and I actually tried some of this stuff at a service station just outside Korat last week... and yes... it does smell alcoholic...

/Edit- I just re-read my post and thought I'd better add that the promotional photograph above is not Tukyleith and myself... just for the benefit of those that haven't met us...

Edited September 26, 2005 by Jai Dee

[BambinA]

but funny oldie ads (must be propaganda )

ABOVE = Mixed RedBull with 35 degree (Lao Khao/local wine?) the taste like WHISKY ...really save !!

BELOW = BEWARE !! alcohol damage Liver !! If you can't quit to drink, you shall mixed it with Red Bull. coz it has vitamin for support the LIVER

Edited September 26, 2005 by BambinA

[chownah]

People in our village buy illegal whiskey and sometimes add wood, bark, and herbs to it to give it a better flavor...I'm thinking that XO is tring to break into this market....it will make your lao khao taste more like store bought stuff.