The Rise of Craft Spirits in Asia

As the craft spirit movement surges across the globe, Asia is stepping into the limelight, producing spirits that have distinct regional signatures and incredibly delicious profiles. One standout example is Brass Lion’s latest creation, Hawthorn Gin, which represents a unique twist on traditional sloe gin. Founded by Jamie Koh, this innovative gin uses hawthorn berries—vibrantly red and locally sourced—instead of the conventional European blackthorn berries, adding a touch of local flavor that highlights Singapore's cultural palate.

Koh, inspired by childhood memories of indulging in Haw Flakes candy, has crafted a blend that combines both fresh and dried berries to bring complexity and a tangy, tart note to the spirit.

Local Inspirations and Trends

Launched in August 2024 to celebrate Singapore’s national day, Hawthorn Gin is part of a growing collection of locally inspired gin brands that are captivating drinkers worldwide. Countries across Asia are embracing the trend, with distillers incorporating a wide array of indigenous botanicals. Imagine gins infused with fragrant coconut, zesty lemongrass, aromatic pandan, and more exotic ingredients like sakura, yuzu, and lotus flowers! These spirits are not only reflecting the rich flavors of the continent but also laying claim to an innovative and sustainable approach to distilling.

Renaissance of Rum

The rum scene is also experiencing a renaissance, with producers in Thailand and Cambodia crafting spirits using local sugarcane. For instance, Issan Rum of Thailand adopts the Rhum Agricole style using red sugarcane, while Samai Rum from Cambodia utilizes the unique Koh Kong sugarcane, opening doors to new flavors previously untouched by conventional rum-makers.

Diverse Spirit Landscape

Asia’s craft spirits landscape doesn’t stop with gin and rum; it boasts a vibrant array of spirits like the beloved Korean soju, Japan's shochu, Sri Lanka's arrak, and India’s feni—each telling its own story through distinctive production methods. With an emphasis on small-batch production and sustainability, independent Asian distilleries are rapidly rising as leaders in the global market.

Recognition and Accolades

Ivy Woo, founder of SOcraft—a distinguished award recognizing top international craft and independent spirits—underscores the uniqueness of these offerings. “The diverse profiles that reflect the plethora of Asian herbs, spices and native ingredients is naturally what makes them stand out,” she remarks.

Several Asian spirits have also made waves at prestigious competitions. For example, Indian botanicals lend perfection to Hapusa gin, earning it accolades, while Tanglin Triple Tangerine Mandarin Orange liqueur brings the zest of mandarin to the forefront, winning its own awards.

Honors at Competitions

At the San Francisco Spirits Competition 2024, Southeast Asian creations, such as Thailand’s Phraya Deep Matured Gold rum and India’s Smoke Lab Vodka with saffron, have received gold and double gold honors, showcasing the international acclaim for these homegrown spirits.

Consumer Trends

As millennials and Gen Z consumers increasingly seek authentic and sustainable options, the craft spirits movement is thriving. Brandon Grusd, who manages operations for Proof and Co—an independent spirits distribution company—notes that consumers are not just interested in the drink; they are looking for compelling origin stories, eco-friendly practices, and eye-catching packaging.

Future Projections

Projections for the global craft spirits market are dazzling, expecting to explode to US$230 billion by 2033, while Asia is poised to be a significant player in this expansion. With established global brands like Diageo and Remy Martin investing in Asian artistry, the question remains—what does 'craft' truly mean in this evolving industry? It seems the lines are blurring, but what’s clear is an unstoppable momentum.

The Story Matters

Anthony Atayde from Pernod Ricard emphasizes that we are on the brink of an explosion in Asian spirit production, evidenced by the booming success of Japanese artisanal gins like Ki No Bi, which uses hyperlocal ingredients to create its distinct flavor profile. Popularized by storytelling and cultural phenomena like K-drama, Korean Soju brands have seen immense success, demonstrating that in this new era, the stories behind the spirits matter just as much as the spirits themselves.

Discovering Craft Spirits

So, where can you indulge in these fine craft spirits? Keep an eye out for local distilleries and bars showcasing these vibrant tastes of Asia. With such a tantalizing selection, you are bound to discover new favorites that redefine your drinking experience!