Carabao Cup

Thai energy drink Carabao has added an apple variant to its portfolio and announced a partnership with the English Football League.

Rolling out this month, Carabao Green Apple joins Original and Sugar Free in a 325ml can format (rsp: £1.19). The 15-year-old brand made its British debut in May, and the NPD marked “another important moment as we continue to accelerate our presence across the UK”, said Peter Gutierrez, CEO of owner Intercarabao.

“Our aim is to offer consumers a variety of flavours within our drinks portfolio that cater to their differing lifestyle choices,” he added. “We are convinced the flavour profile of the current range, with many more innovations to come, will be real game-changers in the category.”

Carabao recently kicked off a multimillion-pound campaign called Free Your Inner Carabao, having agreed tie-ups with Chelsea and Reading football clubs and London Fashion Week. It has now added the English Football League to its list of partners, having agreed to be the title sponsor of the EFL Cup competition.

The deal will see the annual contest renamed as the Carabao Cup for three seasons from 2017/18, and the energy drink will also become an official partner of the EFL from June 2017.

The latest arrangement would help the brand grow its global presence, claimed Gutierrez. “The EFL Cup shares the same values as Carabao, as it gives every team the chance to showcase its physical power, extraordinary stamina and unbreakable spirit.”

EFL chief executive Shaun Harvey added: “As a well-established brand in football, Carabao is a perfect fit for the EFL, and I have no doubt that throughout its duration, this partnership will prove mutually beneficial as we collectively look to boost our profile and exposure in local and international markets.”