Thai consumer product conglomerate Osotspa Co is stepping up its energy drink business in Burma by joining forces with a local partner for more aggressive expansion throughout the country.
This move is part of its plan to drive energy drink M-150 to become the leading brand in the region over the next five years.
Managing director Thammasak Jittimaporn said Osotspa had formed a joint venture with Loihein Group, a large beverage producer in Burma, for three months to boost sales of all energy drink brands under Osotspa including drink labels M-150, Shark, Lipo and .357.
Osotspa has exported its energy drinks to Burma for several years, with Loihein serving as distributor for M-150.
Loihein has already changed its status from a distributor to become a business partner with Osotspa.
“We want to build the brand awareness of M-150 in Myanmar [Burma] to be as high as in the Thai market,” Mr Thammasak said.
“M-150 has a strong brand, and about 98 percent of all grocery stores nationwide sell it.”
Mr Thammasak said Osotspa saw huge potential to expand in Burma.
Almost 100 percent of Burmese workers in Thailand already drink M-150, according to the Bangkok Post, who also stated that more than 10 million baht (US$312, 500) is set to be allocated for distribution and marketing to promote M-150 in Burma this year.
Mr Thammasak added that the energy drink market in Burma is forecast to be worth about $46,875,000 this year and will double over the next three years, .
After the joint venture in Burma, Osotspa expects sales from all energy drink brands across the country will reach over $31,000.
M-150 leads the energy drink market in Thailand, Burma and Laos, and the company plans to boost its sales in other ASEAN members.
“Myanmar will be the business platform for our energy drinks in expanding into other ASEAN members, starting from distributing products, finding business partners and setting up production facilities in such markets,” Mr Thammasak said.
This article was originally published in the Bangkok Post on 11 June 2015.