Hong Kong’s Telford taps into Bourbon amid global spirits decline
We are about to see more Bourbon in Hong Kong as distributor Telford taps into "adventurous" young spirits drinkers with its latest Sazerac deal. Joyce Yip reports. The post Hong Kong’s Telford taps into Bourbon amid global spirits decline appeared first on The Drinks Business.
We are about to see more Bourbon in Hong Kong as distributor Telford taps into "adventurous" young spirits drinkers with its new Sazerac partnership. Joyce Yip reports.
Following its expansion into Singapore in 2021 followed by India last November, US-based drinks company Sazerac – which has a portfolio of more than 450 labels ranging from Cognac and rum to Bourbon – launched nine whiskeys in Hong Kong last month via local distributor Telford International Company Limited.
The new additions include Buffalo Trace Straight Bourbon Whiskey, Eagle Rare Straight Bourbon Whiskey, Sazerac Rye Straight Rye Whiskey, 1792 Small Batch Bourbon Whiskey, Early Times Gold Bourbon Whiskey, Early Times White American Blended Whiskey, Southern Comfort Original, Southern Comfort Black and Wheatley Vodka.
Also set to be launched is the Sazerac Barrel Select programme that includes a private distillery tour where individuals can select their own single barrel.
The latest partnership is distributor Telford’s first foray into American whiskey. It’s a category that Lowie Edjan, general manager at Telford in Hong Kong, says is gaining traction among affluent middle-to-upper-class drinkers, whether on the rocks or a preferred choice for mixologists, thanks to Hong Kong’s strong cocktail culture reflected in its litany of outlets that tops the Asia 50 Best Bars list.
“Compared to Scotch and single malts, the Bourbon category still has relatively low awareness across many Asian markets," said Edjan. "What we’re trying to do is not full conversion [from Scotch to American whiskeys], but to introduce this category to consumers so it becomes a part of their mix of options.
"Spirits drinkers, especially the younger ones in Hong Kong, are very adventurous,” he explained, noting that consumers start dabbling in spirits in their mid-20s.
Portfolio diversification is part of Telford's strategy to soften the impact of declining global demand for spirits. “The total spirits category globally has been in decline," Edjan said. However, he is confident that the Hong Kong market is still showing promise. "We hope that with the new spirits tax reduction in Hong Kong, the market will start to recover and show growth in the long term,” he said.
Christophe Beau, Sazerac’s president of global sales, said the Hong Kong market is chosen for its “global influence, discerning consumer base and dynamic on-trade scene”.
“In Hong Kong, [the rising interest in premium spirits] is fuelled by lifestyle shifts and cocktail culture. Bourbon is gaining traction with younger consumers seeking quality and story-driven brands,” he said.
Edjan noted that the Sazerac offerings will share similar distribution channels as Scotch brands such as Jura, The Balvenie and Glenfiddich. Trade and consumer education – such as masterclasses and tastings – will take priority during the launch phase.
Following its expansion into Singapore in 2021 followed by India last November, US-based drinks company Sazerac – which has a portfolio of more than 450 labels ranging from Cognac and rum to Bourbon – launched nine whiskeys in Hong Kong last month via local distributor Telford International Company Limited.
The new additions include Buffalo Trace Straight Bourbon Whiskey, Eagle Rare Straight Bourbon Whiskey, Sazerac Rye Straight Rye Whiskey, 1792 Small Batch Bourbon Whiskey, Early Times Gold Bourbon Whiskey, Early Times White American Blended Whiskey, Southern Comfort Original, Southern Comfort Black and Wheatley Vodka.
Also set to be launched is the Sazerac Barrel Select programme that includes a private distillery tour where individuals can select their own single barrel.
The latest partnership is distributor Telford’s first foray into American whiskey. It’s a category that Lowie Edjan, general manager at Telford in Hong Kong, says is gaining traction among affluent middle-to-upper-class drinkers, whether on the rocks or a preferred choice for mixologists, thanks to Hong Kong’s strong cocktail culture reflected in its litany of outlets that tops the Asia 50 Best Bars list.
“Compared to Scotch and single malts, the Bourbon category still has relatively low awareness across many Asian markets," said Edjan. "What we’re trying to do is not full conversion [from Scotch to American whiskeys], but to introduce this category to consumers so it becomes a part of their mix of options.
"Spirits drinkers, especially the younger ones in Hong Kong, are very adventurous,” he explained, noting that consumers start dabbling in spirits in their mid-20s.
Portfolio diversification is part of Telford's strategy to soften the impact of declining global demand for spirits. “The total spirits category globally has been in decline," Edjan said. However, he is confident that the Hong Kong market is still showing promise. "We hope that with the new spirits tax reduction in Hong Kong, the market will start to recover and show growth in the long term,” he said.
Christophe Beau, Sazerac’s president of global sales, said the Hong Kong market is chosen for its “global influence, discerning consumer base and dynamic on-trade scene”.
“In Hong Kong, [the rising interest in premium spirits] is fuelled by lifestyle shifts and cocktail culture. Bourbon is gaining traction with younger consumers seeking quality and story-driven brands,” he said.
Edjan noted that the Sazerac offerings will share similar distribution channels as Scotch brands such as Jura, The Balvenie and Glenfiddich. Trade and consumer education – such as masterclasses and tastings – will take priority during the launch phase. 
