Cola War Breaks Out in Thailand

On 31 October, the long-standing 59-year partnership between Pepsi Co and Thailand’s leading bottling company Serm Suk came to a close.  As a result, Serm Suk launched a surprise cola blitz on the competition with a 300 million baht (US$9.8M) campaign for their own “est Cola”.

Since 2 November est Cola has set up strongholds in most major supermarkets and convenience stores across the nation. Also, in the short span of a month they were able to breach into what is considered by cola military analysts as the key position for victory – fast food soda fountain machines.

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