China’s leading energy drink brand, EastRoc, is shifting from its energy drink specialization to a broader multi-beverage portfolio. As the only domestic beverage company valued at over CNY100tn (US$14bn), EastRoc aims to diversify and capture a wider audience. The decision to expand comes after attempts to innovate within the energy drink category, including launches of reduced-sugar and women-focused products, which did not meet with success.
Recognizing that Chinese consumers prioritize variety, EastRoc is now developing new product lines, focusing on hydration drinks and teas. Functional beverages, such as energy drinks and the newly launched coconut coffee latte, will continue to bear the EastRoc brand, while non-functional products like coconut milk and teas will have separate branding to avoid consumer confusion.
In addition, EastRoc is exploring the booming ready-to-drink (RTD) cocktail market, a dynamic category in China, particularly popular among Gen Z consumers. This expansion into RTD cocktails positions EastRoc to capitalize on a growing trend where young adults prefer cocktails as their first choice of alcoholic beverage, overtaking beer.
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