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. In Asia, it's all about the cognacs, whiskys and bourbons (although in China, it's also about the baijiu). On the lists that follow, you'll find precious few vodkas, rums, gins or tequilas. 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. 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. 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. According to a Forbes article published just last week, at a recent Sotheby's auction of whiskey and rare spirits, 80% of the buyers were Asian (and 60% were under the age of 40).
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. And at the other extreme, some people subscribe to the point of view that 'wine is fine but liquor's quicker'.
Some fans of spirits enjoy learning about the histories of various distilleries, understanding the intracacies of production processes and training their palates to savour complex flavour profiles. While Asia loves beer, some moments call for something a little harder.
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