Overhang targets on-trade with detox drink

Overhang targets on-trade with detox drink

Overhang, the entrepreneurial drinks company, is to target the on-trade with its detox drink. Overhang is a Ginger, Orange and Lime with Raspberry Leaf and Burdock drink, that helps revitalise and acts as a pick me up. It contains 50% of a person’s recommended daily vitamin C as well as added vitamins B3, B5 and B6.

William Wilkinson, managing director of Overhang, who founded the company with his father Steve, explains the plans for the brand.

Can you give us some background on how you started? 

I am in a band called the Modern Strangers and in 2013 we were on a support tour with another band. Touring is exhausting; we ate poorly, drank poorly and had late nights. It got to the end of the tour and the following day when we arose I was walking around the supermarket next to the hotel. I was looking at their soft drinks range, which basically consisted of different brands of energy drinks, a few different water variants and sports drinks.  It was the same old. 

I thought that none of this is going to do you any good whatsoever. I called up dad and said: “Wouldn’t it be good if you could buy the family drink off the shelf?”  We researched and found there was a gap in the market for functional health beverages. Naively we decided to set up a soft drinks business. 

It turns out that drink has a lot of history to it. My great great grandfather, whose family were from Genoa in Italy, moved to Cheltenham around the turn of the Century. Overhang was a home remedy and is what made in the morning when he felt under the weather. 

How did you fund the launch of the product? 

We, along with two non-exec directors, put in our savings. The rest has been funded from friends and family and we also did a small crowdfunding campaign, which was overfunded and resulted in 301 shareholders. 

Where are you stocked and where are you targeting in the future? 

We are stocked in Holland & Barrett, Morrisons, Sainsburys, WH Smith travel sites and on Amazon. 

At the moment indications are that the majority of people are drinking Overhang between 10 and 2 when they feel the need for a pick me up. 

Next we are looking at the on-trade and in particular the café and hotel sectors. 

What next?

People have asked for NPD. My great grandfather kept his flavour notes, which have been passed down and it gives us inspiration for new flavours and strange combinations that have not been seen on the market. 

We are looking at alternative ways that we can sell the product.  One reason is that we have been limited with the filling process as the drink is not pasteurised and we don’t add any preservatives. 


  • For more information on stands and sponsorship at European Coffee, Tea & Soft Drink Expo 2020, which will take place at London’s Olympia on 19 and 20 May, contact Sukhvir Hayre on +44 (0) 203 668 9809 or emailsukhvir@europeancoffeeexpo.com
  • For details of advertising opportunities. Get in touch withSukhvir@europeancoffeeexpo.com


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