Carabao Energy Drink

Carabao Energy Drink
TypeEnergy drink
Country of origin Thailand
Introduced2002; 22 years ago (2002)
ColorRed
Websitewww.carabao.co.th

Carabao Dang Energy Drink (Thai: คาราบาวแดง; RTGS: kharabao daeng; "red water buffalo") is a Thai energy drink launched in 2002 by Carabao Tawandang Co Ltd. It is now Thailand's second most popular energy drink. 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 band Carabao, 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 with Sathien Setthasit), rock star Yuenyong Opakul, also known as Aed 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 at Media & 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]

  1. ^ "Carabao aims to energise Thai IPO market". FinanceAsia. 4 November 2014. Retrieved 27 June 2015.
  2. ^ "Background and Major Developments". Carabao Group. Archived from the original on 2 March 2021. Retrieved 5 November 2017.
  3. ^ "Red Bull now chasing country music fans". The Nation. 3 October 2002. Retrieved 28 April 2008.
  4. ^ "STAMINA DRINKS: Govt sees red over ads". The Nation. 2 November 2002. Archived from the original on 7 November 2017. Retrieved 28 April 2008.
  5. ^ "Gold award for Carabao Daeng". The Nation. 3 September 2003. Retrieved 28 April 2008.
  6. ^ Amnatcharoenrit, Bamrung (2 June 2004). "Carabao Dang Firm Takes Aim at U.S., European Beverage Markets". Bangkok Post. Retrieved 28 April 2008.
  7. ^ "Carabao plans expansion in both China and India". Knight-Ridder Tribune Business News. 1 June 2007. Archived from the original on 9 February 2012. Retrieved 28 April 2008.
  8. ^ "History". Carabao Australia. Archived from the original on 6 March 2020. Retrieved 23 August 2018.[failed verification]