The screw up occurred during a time of turmoil for PepsiCo's drinks divisions. The company has lost 30 senior brand managers since 2008. Revenue In PepsiCo's Asia, Middle East and Africa unit declined in 2012 from $7.4 billion to $6.6 billion.
Pepsi is building its own $170 million bottling plant in Rayong, and has partnered with DHL for national delivery.
“I still prefer Pepsi to Est,” says Ramet Rattanakansang, “but I couldn’t find any Pepsi cans so I have to switch to Est for the moment.”
One analyst expects Est to solidify it status as the No.2 brand by the end of the year.
Not helping the situation: Pepsi switched from glass bottles to plastic ones. In Thailand, many people believe glass helps soda keep its fizz longer. Est comes in glass bottles.