Singha continues to expand its non-alcoholic beverage portfolio in Thailand with the launch of Never by Singha a drink designed to help ease hangovers in the Korean style. The formulation combines lemon and white grape for a refreshing flavour profile, while delivering targeted functional benefits.
Each bottle contains 80mg of turmeric extract, along with dandelion extract and 80mg of green tea extract. This combination is positioned to support the body both before drinking, after drinking and the following day, making it a versatile solution for consumers seeking recovery and refreshment.
Positioning Never by Singha as a hangover solution is strategically aligned with Singha’s core business in alcoholic beverages. It creates a natural brand extension: the company already owns the consumption occasion (drinking), so offering a functional recovery drink allows Singha to capture the before, during and after cycle of alcohol consumption.
This move extends Singha’s strategy of expanding into flavoured soft drinks, most notably through the Singha Lemon Soda range, while now reinforcing its position with a dedicated hangover solution.
