G-BEAT has won strong popularity among Gen Z as an energy drink brand. However, scaling up has been challenging due to product limitations.
The client is an event and concert management company that was directly impacted by the COVID-19 pandemic. As a result, the company sought to diversify into the consumer goods sector, with a clear objective: the new business must avoid price-driven competition and be scalable through on-ground sales at events once market conditions returned to normal.
Drink-Space conducted extensive market research and analysis of the energy drink category in Thailand, benchmarked against global trends. The findings reveal that the Thai energy drink market is approximately 20 years behind global development trends.
The category has remained narrowly focused on a single consumer segment, primarily blue-collar workers. Combined with persistent price pressure and domination by a small number of large players, this has resulted in limited innovation, stagnant product quality, and a lack of category evolution within the Thai market.
This stands in contrast to global trends, where energy drinks are increasingly driven by younger consumers aged 18–35. Internationally, the category is evolving toward natural ingredients, more distinctive flavor profiles, and functional formulations designed to meet specific lifestyle needs in a rapidly changing consumer landscape.
Following the success of Drink-Space in product development and marketing consultancy for G-BEAT Energy Drink, the two flavors — Apple Booster and Bubble Gum — have achieved remarkable growth. Within just one year, their market share in the convenience store segment expanded by 24%, driven by the recruitment of new customers from the energy drink market.
To further strengthen G-BEAT’s position, Drink-Space developed two new and distinctive flavors — Berry Bomb and Peach & Plum — created with a focus on unique taste experiences and a clear Unique Selling Point (USP). The formulations were designed to meet the preferences of target groups, especially Gamer consumers, while also aligning with strategic marketing efforts.
As of 2022, Thailand’s energy drink market was valued at approximately THB 32 billion, and the new G-BEAT flavors successfully secured nationwide distribution in over 15,000 7-Eleven stores across the country.
One more project that Drink-Space has collaborated on is with the nationally renowned beverage company, Siam Winery, under their SPY Sparkling brand.
The “Apple & Umeshu Sparkle” is a fusion of Japanese plum and green apple flavors, adding a refreshing sparkle characteristic of SPY Sparkle. Packaged in luxurious champagne bottles of 750ml, with an alcohol content of 7%, our pride reaches another level as we’ve jointly developed this product, which has won a global award at The 2022 Cathay Hong Kong International Wine & Spirit Competition (HK IWSC).
Cathay Hong Kong International Wine
& Spirit Competition
Cathay Hong Kong International Wine & Spirit Competition
Driven by the rapid growth of the premium energy drink market in 2022, consumer demand for more refined and differentiated products has continued to rise. RAVE Energy Drink was developed to meet the needs of consumers who enjoy partying and energy drinks, serving not only as a beverage that delivers long-lasting freshness and energy throughout the night, but also as a mixer that enhances flavor when paired with other drinks.
RAVE Energy Drink features natural caffeine extracted from green tea, combined with 150 percent Vitamin C and a high concentration of B vitamins. It delivers a refreshing berry flavor with a hint of mint, offering a crisp and invigorating drinking experience. The formula contains 0 percent sugar, allowing consumers to enjoy energy without guilt.
Driven by the rapid growth of the premium energy drink market in 2022, consumer demand for more refined and differentiated products has continued to rise. RAVE Energy Drink was developed to meet the needs of consumers who enjoy partying and energy drinks, serving not only as a beverage that delivers long-lasting freshness and energy throughout the night, but also as a mixer that enhances flavor when paired with other drinks.
RAVE Energy Drink features natural caffeine extracted from green tea, combined with 150 percent Vitamin C and a high concentration of B vitamins. It delivers a refreshing berry flavor with a hint of mint, offering a crisp and invigorating drinking experience. The formula contains 0 percent sugar, allowing consumers to enjoy energy without guilt.
