While consumers today are exposed to a wider repertoire of how gin is presented in different occasions or serve formats, the category remains perceived to lack excitement in terms of innovation.
Furthermore, despite a growing white spirits category, particularly for tequila, gin growth is expected to soften and will maintain a conservative single-digit growth in years to come.
This is according to Leanne Kee, Senior Brand Manager (Premium Spirits) for South East Asia (SEA) at Suntory.
“In order for us to appeal to new curious drinkers or to recruit alcohol enthusiasts back into the category, it is essential to keep up with trends to understand their motivations behind alcohol consumption and the drivers that will spur their appreciation of gin.
“Historically, we’ve always showcased our brand and product offerings through the bar community. The growing cocktail culture and sudden spike in demand for gin craft cocktails also championed the growth of the category within SEA, particularly Singapore and Malaysia.
“As a market leader for gin, we’ve pivoted our marketing strategies to target new-age consumers, specifically within the age of 25 to 34. Younger consumers are more curious, with their preferences and consumption behaviours having shifted drastically. They are either conscious about how they consume alcohol (surge of low-to-no ABV) or seek to explore experiences that resonate with their own values,” Kee told FoodNavigator-Asia.
Andrew Pang, Brand Ambassador (SEA) of Suntory, believes that craft gins like Roku Gin, where Japanese botanicals are harvested at their peak seasonality throughout the year, distilled almost individually, and blended just like how whiskies are married, deserve greater appreciation.
“Sometimes it is assumed that gin is just juniper-flavoured vodka or that gin is made by throwing all the botanicals into a pot.”
In fact, Roku Gin’s flavour profile is achieved by balancing six Japanese botanicals with eight traditional gin botanicals via a multiple-distillation process to bring out the best in each ingredient.
“Gin is also one of the most versatile spirits. It’s perfect for any occasion, beyond just a classic gin and tonic. You can enjoy Roku Gin in a crisp Tom Collins on a sunny afternoon, a bold Negroni for an elevated pre-dinner experience, or on its own if you are feeling a little adventurous.
“The botanical blend allows it to adapt to any mood or occasions, making it a staple for everything from a casual treat for self to shared celebrations with friends and loved ones,” Pang added.
Storytelling through collaboration
According to Kee, Roku Gin is an articulation of the Japanese concept of “shun”, the appreciation of each season’s best flavours, vibrancy, and vitality.
“Roku Gin is not just a product or a conventional gin brand, it is an invitation for new-age consumers to explore Japanese culture in modern forms. Last year, we launched a global campaign titled ‘Come Alive with the Seasons’, which was highlighted by a collaboration between actresses Elle Fanning and Sofia Coppola.
“The brand DNA was translated into a beautiful piece of storytelling video, weaving together renowned Japanese nature, and reinforcing the craft and social ability of Roku Gin.”
In Singapore where Kee is based, the brand’s marketing initiatives are focused on combining authenticity and the human touch to present heritage with modern values.
“Through identifying and partnering with influential personalities who embody our brand values, they can help to connect Roku Gin’s legacy with contemporary trends.
“The personal stories and experiences with the brand told through their lens strengthen the content’s authenticity. It’s all about experimenting and constantly learning through consumers’ responses.”
In line with the return of Roku Gin’s Sakura Bloom Edition this year, born from popular demand, the brand is rolling out a series of activations in Singapore throughout April.
For instance, it is collaborating with AMI Patisserie to offer a dessert and cocktail pairing experience from April 4 to 6.
Presented by AMI’s executive pastry chef Makoto Arami and local food stylist-entrepreneur Chun Rong Tan, the tasting session comprises an eight-course omakase featuring sweet and savoury items, and cocktails made with the Sakura Bloom gin.
“It is a celebration of craftsmanship that honours Japanese tradition, staying true to Roku’s roots while also pushing the boundaries of innovation, inspiring creativity through food and drink.”
At the same time, the brand is partnering six local bars to do a month-long menu takeover, showcasing three limited-edition cocktails co-created using the Sakura Bloom.
Its 2025 Edition will be available at Suntory’s store on e-commerce platform LazMall from April 5.
