A new soft drinks brand aimed at helping consumers to overcome the ill effects of a hangover has launched in the UK.
Inspired by an Italian family recipe, Overhang is described as a pick-me-up that “has been perfected over generations and is finally being taken to market this autumn by a father and son duo”.
The orange, ginger and lime drinks are combined with a host of vitamins and botanicals such as milk thistle for live repair, raspberry leaf and ginger to help settle the stomach, burdock to purify the blood and antioxidants to restore blood sugar levels. It will be available in grocery and convenience locations across the UK in 500ml polyethylene terephthalate (PET) bottles, with a retail price of £1.99.
Its launch will be supported by a marketing strategy that will initially focus on targeting males between the ages of 18 and 34, with strong social media, advertising and promotional activity to be implemented later in the year.
Overhang Drinks director William Wilkinson said: “Hangovers result in 17m working days lost annually and the average adult spends more than a year of their life with a hangover. With no other soft drink focused specifically on relieving the symptoms of a hangover, this is a potentially huge and relatively untapped market.
“The recipe has been in our family for five generations and we go back to it time and time again when we aren’t feeling our best. We are really excited to be sharing this secret recipe and feel strongly that anyone suffering on the day after the night before will love it.”
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