Singha soda sales have doubled in South Korea over the past year as part of Boon Rawd Brewery's strategy to counteract declining domestic consumption.

The company has focused on exports to South Korea and China, establishing distributors, marketing, and celebrity endorsements.

With plans to eventually establish manufacturing in South Korea, Singha has introduced its soda in premium glass bottles.

This strategy is reflective of the popularity of soda as a mixer in East Asia, particularly with whiskey.

Chief Marketing Officer Titiporn Thammapimookkul predicts Thailand's soda market to reach 510-520 million liters in 2024, despite a 10% decline in the liquor market.

Domestically, Singha has partnered with Harley-Davidson for limited-edition products to revitalize the market.

While 90% of their soda revenue is currently domestic, Singha expects international contributions to grow to 15% in a few years, though alcohol sales will continue to dominate their revenue.