Asian music, pop culture, and celebrities have long infiltrated the international scene. But in recent years, the global rise of Asian alcohols is seeing its most unprecedented growth yet. From traditional spirits like sake and shochu to new-age craft gins and rice wines, Asian alcohols are carving out a space for themselves in the highly competitive drinks market.
This year, Jiu Asia returns from September 6 to 8 and will be held at Resorts World Sentosa in the eco-luxurious Equarius Hotel for the first time. Organised by VMSD Pte Ltd, the original Asian alcohol expo event is dedicated to Asian-origin spirits. The three-day celebration will highlight the rich traditions, history, and craftsmanship of over 100 Asian and selected international brands, which attendees will be able to sample.
Keith Nakamura, head of marketing at VMSD Pte Ltd, shares: “Jiu Asia’s concept is inspired by our understanding of the regional and contemporary trends. Younger generations are constantly seeking new experiences and expressions, and there is a growing interest in vintage spirits, as people reconnect with their cultural heritage. This trend is exemplified by the rising popularity of traditional Asian beverages such as baijiu, sake, and soju.”
James Yeong, business director at The Activation Group, which manages brand communications for Jiu Asia, echoes the sentiment. He notes that market survey shows that Chinese baijiu and sake are global leaders in terms of brand value and sales volume. In fact, Maotai, a style of baijiu, is the world’s leading spirit label by far.
Fans of baijiu should check out Jing Tang, a premium baiju that honours ancient Chinese traditions. The brand will present a premium baijiu masterclass at its exclusive launch. Other rarities on display include an 80-year-old and 50-year-old Moutai, as well as a Diaoyutai State Guesthouse 50th Anniversary bottle.
Visitors can look forward to curated masterclasses by industry experts Rickesh Kishnani, co-founder and chairman of Rare Whisky Holdings, as well as renowned local whiskey collector, Keith Chong. Plus, discover hot sake varieties and savour an exclusive tasting of Irish Poitín, the historic precursor to Irish whiskeys.
This year, exhibitor Ascent Bridge Limited will bring in an exciting array of liquor products from China, including Moutai Bulao, Moutai Bulao Coffee & Ice Cream, JiuguiJiu, Persimmon Wine, and Porcelain Gin.
Meanwhile, top bartenders and mixologists will showcase their skills at the inaugural Jiu Mix Cocktail Contest, sponsored by Singapore Distillery. The Pro Series champion will secure coveted guest shifts at some of Singapore’s top bars, while the Open Series winner will be able to elevate their career to new heights with exclusive internship opportunities and industry courses.
Standard and premium passes are now available online here. Passes include exclusive Jiu Asia. tasting glassware, access to masterclasses, booth tastings, and food samplings. Enjoy a 10 percent discount on purchases of 5 tickets, and a 15 percent discount on purchases of 10 tickets or more.
