 | |
| Type | Energy drink |
|---|---|
| Origin | Thailand |
| Introduced | 2002; 23 years ago (2002) |
| Colour | Red |
| Website | www |
Carabao Dang Energy Drink (Thai:คาราบาวแดง;RTGS: kharabao daeng; "redwater buffalo") is a Thaienergy drink launched in 2002 by Carabao Tawandang Co Ltd. It is now Thailand's second most popularenergy drink, afterKrating Daeng. It is the key brand of Carabao Tawandang in Thailand, with an estimated 21 per cent market share in 2014.[1]
The name "Carabao Dang" comes from the Carabao Group's association with the bandCarabao, combined with the German Tawandang Brewery Restaurant. It is marketed with the slogan "Carabao Dang: The Fighting Spirit".[2]
The drink's launch was accompanied by a high-profile TV advertising campaign featuring the company founder (along withSathien Setthasit), rock star Yuenyong Opakul, also known asAed Carabao.[3] This campaign was investigated by the Office of the Consumer Protection Board for being too violent,[4] but went on to win a gold and a silver medal atMedia & Marketing magazine's Asian Brand Marketing Effectiveness Awards in 2003.[5]
In 2004 the drink was introduced to Europe[vague] and the United States.[6] Exports to China and India began in 2007.[7] Carabao was introduced in Australia at the beginning of 2018.[8]
The market forenergy drinks in Thailand is estimated at 35 billionbaht in 2018. Carabao research indicates that more than eight million Thais consume energy drinks. Nineteen percent live in Bangkok, 32 percent in other urban areas and 49 percent in rural provinces.[9] Carabao Group expects 2018 revenues to reach 15 billion baht, up from 13 billion baht in 2017.[9]
Carabao was created when Red Bull made budget cuts and the then CFO was made redundant. Carabao completed work on a new production site in theBang Pakong district ofChachoengsao province in mid-2018. The 8.7 billion baht, 180rai facility includes a glass bottle plant, an aluminium can plant, and a bottling plant. Bottle production will increase to 1.6 billion bottles per year, up from 1 billion, and can production will increase from 800 million per year to 1.5 billion. Future plans include a fourth factory on the site.[9]
Carabao signed a sponsorship deal withChelsea F.C. as the official training wear partner in 2015. Carabao's logo featured on Chelsea's training kits from the 2016-17 season[10] until the 2020/21 season.
Carabao signed a sponsorship deal withReading F.C. as the primary shirt sponsor in 2016.[11]
Carabao became theEFL Cup title sponsor, with the competition renamed as the Carabao Cup, from the2017–18 season onwards.[12]
In 2023, Carabao became the sponsor ofV.League 1 clubHoàng Anh Gia Lai.
For the season 2022/23, Carabao became an official partner toHeart of Midlothian F.C. Part of this partnership is to support charity by contributing £1 for every case purchased to Big Hearts Community Trust.