Singha is capitalising on the highball trend in South Korea with the launch of Singha Highball. The Singha Highball has an ABV of 4% and is available in Peach and Yuzu Lemon.
Younger generations (Millennials and Gen Z) drive the highball trend in South Korea. They are looking for moderate drinking experiences and affordable luxuries, which the highball delivers perfectly. Highballs are seen as a simpler and more budget-friendly alternative to complex cocktails.
Highballs are known for being light, refreshing, and easy to drink. The carbonation and ice make them perfect for hot Korean summers.
There is also room for experimentation where different whiskeys, mixers, and garnishes can create various flavour profiles.
Even China’s white spirit producer, Wuliangye, has joined the trend with the launch of Wuliang Highball for the Korean market.
