Roku Gin has gained significant recognition over the past few years with its blend of six unique Japanese botanicals: Sakura flower, Sakura leaf, Yuzu peel, green tea, refined gyokuro green tea and Sansho pepper.
It recently renewed its unique Japan-sourced ingredients focus with the Roku Gin Sakura Bloom Edition made using freshly-picked Sakura flower blossoms that give the gin a subtly sweeter note than regular Roku Gin.
To further its reach and penetrate even more South East Asian markets, Roku Gin has embarked on a quest to utilise cocktail mixology and localised ingredients to capture wider attention in Singapore and Malaysia.
“Singapore and Malaysia are key markets for Roku Gin in South East Asia, and we’re proud to work with local brands and personalities who truly hone their craft, including local bars and cafes like Stay Flamingo in Singapore and If Only in Malaysia,” Roku Gin South East Asia Marketing Director Roger Chen told us at a Stay Gold x If Only event featuring Roku Gin.
“This initiative not only celebrates our commitment to tradition and innovation, but also allows us to engage a new generation of gin drinkers who are curious, experience-driven consumers seeking something fresh yet deeply relatable.”
From a mixology point of view, specialists from Singapore and Malaysia delivered unique concoctions designed with specialty local ingredients in hopes of highlighting the various ways Roku Gin can be enjoyed.
“I elected to blend Roku Gin with our own If Only Coffee Blend as well as yuzu, lemon, orange bitters and tonic water to deliver a coffee-first yet refreshing blend that is a toast to contrast, creativity, and the art of staying awake,” Malaysia’s If Only bar manager Linus Teng said.
This was in contrast to Singapore’s Stay Gold Flamingo head bartender Amos Kew who opted for an Aperol forward blend with Roku Sakura Gin, lemongrass, spiced palm sugar, and chocolate bitters, emphasising ‘spirit-forwardness and bolder flavours’.
“We’re incredibly excited to bring this collaboration to life with Stay Gold Flamingo and If Only – two venues that embody our shared appreciation for craft, culture, and detail,” Chen added.
“Together, we invite a new wave of consumers to experience [Roku Gin] craftsmanship in a fresh, elevated, and deeply personal way.”
Mixology and gin marketing
Spirits, and white spirits in particular, are expected to see growth in the coming years, but this is more for tequila than gin so gin brands need to rely heavily on creative marketing to stay ahead of the curve.
“The growing cocktail culture and spike in demand for gin craft cocktails has championed the growth of the category in South East Asia, especially in Singapore and Malaysia,” Suntory South East Asia senior brand manager for premium spirits Leanne Kee told us.
“We consider consumers within the ages of 25 to 34 to be new-age consumers, with younger consumers being more curious and conscious [so we have to] adapt accordingly.”
“Through identifying and partnering with influential personalities who embody our brand values, they can help to connect Roku Gin’s legacy with contemporary trends.”
