Andrew Pang, Regional Brand Ambassador (South East Asia) of Suntory, shared these insights with FoodNavigator-Asia at a recent Roku Gin event held in collaboration with Singapore-based plant design studio Soilboy.
According to Pang, there has been a “big boom” in whiskey over the past decade. While rum was expected to be the “next big thing”, the gin category has been constantly growing, with the rise in cocktail culture playing a major role.
“[The popularity of] cocktails are definitely a key driver in helping the gin category grow. With the increasing exploration of flavours, bartenders are looking for premium spirits to showcase their craft.
“By using premium gins such as Roku Gin, which share the same heritage as the likes of Suntory and Yamazaki, they believe consumers would associate their craft and quality with these esteemed brands.”
This trend is particularly prominent in Singapore, where its cocktail scene is said to be highly regarded.
“Approximately 20% of Asia’s 100 Best Bars are in Singapore. Everyone is looking at us, and learning from what we are doing and using. We also see a lot of bartenders from other countries, such as Korea, coming to do guest shifts here.”
The growing demand for premium gin has also been observed among consumers who prefer to make their own drinks.
“For people who may not be used to brown spirits like cognac or whiskey, especially younger consumers, gin is a good entry-level spirit. Some may think that drinking vodka seems unsophisticated, whereas gin is seen as a level up.
“A good thing about Roku Gin is that it is available in retail and duty-free stores. The barrier to entry is very low because it’s so accessible. At home, the easiest cocktail to make is a gin and tonic or gin and soda.”
Embodying the Japanese spirit
Launched in 2017, Roku Gin is made with a blend of eight traditional gin botanicals and six Japanese botanicals that are each harvested at its peak seasonality.
The Japanese botanicals are namely sakura (cherry blossom) flower and leaf, yuzu peel, sanshō pepper, sencha (green tea), and gyokuro tea, which is considered the highest class of green tea in the country.
Roku Gin’s distillation process is said to result in a multi-layered and yet harmonious flavour that balances fresh and vibrant floral notes with a subtle spiciness.
“It is a delicate drink that is easy enough for people to understand. When different ingredients and garnishes, such as lemonade and freshly cut ginger, are added, it creates a very good balance.
“As an introduction to Roku, we recommend mixing it with sencha tea, which is a botanical used in the gin, as it really amplifies the tasting notes.”
Pang added that Roku Gin not only caters to beginners, but also seasoned enthusiasts through limited editions like Roku Sakura Bloom, which is made for “more intermediate drinkers”.
“Roku performs very well in cocktails, be it a classic negroni or Bee’s Knees. Even in a basic gin sour structure, it holds its own. I really like Roku Gin in a martini, especially when it comes from the freezer. The liquid is heavier, thicker, and it just makes a very wonderful spirit for a cocktail.”
As part of its latest marketing efforts in Singapore, the brand is collaborating with various local companies to conduct activities such as pop-up bars and mini garden arrangement workshops.
