Asia loves beer

Asia Loves Beer

While Asia loves beer, some moments call for something a little harder.

 

Some fans of spirits enjoy learning about the histories of various distilleries, understanding the intricacies of production processes and training their palates to savour complex flavour profiles. Indeed, at the other extreme, some people subscribe to the point of view that ‘wine is fine but liquor’s quicker’.

 

The latter type seems to be pretty rare in Asia, where people mostly prefer drinks that are meant to be measured out by finger-widths. According to a recent Forbes article, at a Sotheby’s auction of whiskey and rare spirits, 80% of the buyers were Asian (and 60% were under the age of 40). It’s normal, at least in the opinion of one Sotheby’s spokesperson, for people to open bottles that cost more than $50,000 on an average evening at home. And in June, according to the same report, Sotheby’s sold 24 bottles of China’s popular Kweichow Moutai liquor for a record $1.4 million.

 

Asia loves beer
At a recent Sotheby’s auction of whiskey and rare spirits, 80% of the buyers were Asian. – Image – Sotheby’s.

 

Of course, while most people aren’t making such extravagant purchases, this report about Asia’s most popular spirits brands underscores the regional preference for drinks one sips and considers – rather than mixes into cocktails. Consequently, on the list that follows, you’ll find precious few vodkas, rums, gins or tequilas. For one thing, in Asia it’s all about the cognacs, whiskeys and bourbons (although in China, it’s also about the baijiu).

 

The following facts about Asia’s favourite spirits/liquor brands are derived from the 2021 edition of Campaign Asia-Pacific’s exclusive Asia’s Top 1000 Brands research, done in partnership with Nielsen IQ. The region’s most comprehensive research on consumer brand perception, Asia’s Top 1000 Brands asks consumers in 14 Asia-Pacific markets to name the brands they consider the best in 15 major product and service categories. From this, we compile the overall Asia’s Top 1000 Brands ranking, a list of the top 100 brands in each market, and a variety of features and category-based reports like this one.

 

So, finally, without further ado…

 

Asia’s Top 10 Sprits/Liquor Brands

 

Brand

Rank – 2021

Rank – 2020

Johnnie Walker

1

1

Chivas

2

2

Hennessy

3

3

Jack Daniel’s

4

4

Kweichow Moutai*

5

15

Remy Martin

6

6

Wuliangye*

7

21

Suntory

8

12

Martell

9

8

Ballantine’s

10

7

 

* Additionally, these Chinese brands benefitted from a methodology change this year, which gave more weight than before to the input of respondents in China.

 

Source: Campaign Asia-Pacific.

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