When we set out to understand the alcohol world a little bit better, we thought it would be a fun way to introduce different alcohols and local varieties to our community.
What it has evolved into, is an education into the evolution of the alcohol industry over the years across so many different countries. So when we had a chance to speak to someone with significant experience in the industry and from a global leader in the alcohol space – Beam Suntory – we definitely jumped at the chance.
READ MORE: Find out how Bass & Flinders took their gin distillery online
This interview carries on that tradition and then some. We had the pleasure of doing an interview with Marcus Low, Commercial Director of Beam Suntory Southeast Asia. We asked questions about the region’s evolving alcohol preferences and much more, as Marcus was uniquely placed to understand the wider market and how consumers are changing.
To complement this story, we will be doing reviews of the different Beam Suntory products according to Marcus’ own preferences. To ensure we are still sober enough to judge and provide an accurate review, we will be reviewing the following:
- Auchentoshan Three Wood straight up
- Classic Highball using Maker’s Mark
- Roku Gin & Soda with a lime twist
Marcus was also kind enough to share his recommendations for travellers to Singapore, where he is based, to ensure a great experience in the lion city. In his own words:
“I would recommend going on a cocktail bar tour, a food & highball trail, and a suburban bar crawl. A Cocktail bar tour is recommended as Singapore is home to the greatest number of Asia Top 50 cocktail bars and several heavy hitters of the cocktail industry.
A Food & highball trail will allow travellers to experience both the amazing variety of food in Singapore along with how the highball culture complement these foods as a ‘beer/wine replacement’ in these everyday venues. A Suburban bar crawl will present opportunities for travellers to witness the shift in local consumer behaviour and the local way of consumption in each local neighbourhood bar.”
So without further delay, let’s jump straight into the interview and find out what else Marcus had to share about the alcohol scene in the region.
What are some of the biggest changes you’ve been in consumer behaviour to alcohol in Southeast Asia?
Consumers are increasingly health-conscious and pivoting to healthy living. As such, they are looking to low alcoholic products that have a perceived healthier offering for consumption.
New consumer occasions are driving demand for in-home bar experiences & consequentially DIY home cocktail bundles. Consumers are exploring new ways to make & mix drinks at home to serve these occasions.
As consumers increasingly work from home, their consumption behaviour is shifting to their local neighbourhood bars & stores and utilising their closest option to purchase their alcohol beverage fixes & groceries.
Consumption of spirits and cocktails during the meal occasion is also becoming increasingly widespread as consumers no longer segregate consumption of high ABV alcoholic beverages as something for the post-meal occasion.
What are some of the hottest trends you are noticing in the region?
Even with the current pandemic, we notice that there is a gradual premiumisation trend as consumers consumer less volume-wise but are demanding a higher quality for what they consume and put into their bodies.
Consumers are increasingly looking at consumption for the ‘refreshment’ occasion to perk their days with ‘highball’ culture becoming an increasingly suitable replacement for beers which are viewed as unhealthy.
‘Ready-made cocktails’ for home consumption increasingly popular and likely to be a product winner in the medium term.
As consumer knowledge improves in the region, willingness to experiment with new and specialised tastes increases. The demand for craft & niche products is also increasing rapidly albeit from a small base.
Which country in the region do you think has the most interesting drinking culture?
Vietnam has the most interesting drinking culture in my opinion as you can practically witness the drinking evolution of consumers in one seating plus the drinking culture transcends just the consumption occasions but also from a cultural/traditional gifting standpoint.
In a seating, Vietnamese consumers tend to almost predominantly have drinks with the meal occasion and they begin with beer and wine and evolve to cocktails and full bottle serves (spirits) as they work through the courses in their meals. Furthermore, instead of other categories of gifts, Vietnamese tend to bring full bottle spirits as gifts from the informal home visits to formal business dinners.
Travel Wanderlust caters to travellers from all around the world that have a multitude of interests. One of these includes experiencing the best alcohols each country has to offer. In an ongoing series, we will speak to alcohol experts about local or regional alcohols, review drinks from across the world and introduce our readers to artisanal, local and amazing drinks. We want to give you access and information in the most authentic and honest form possible – without the fuss or pomp – but in a way to get you excited about experiencing a whole new world of alcohol when you travel
If you have any recommendations or suggestions, drop us a message on our website or comment below.
Last edited 1 February 2021
