Over 100 Asian and selected international spirits brands will be highlighted – and available to sample – at Jiu Asia 2024, the second edition of an exhibition dedicated to Asia-centric alcohol.
The three-day expo – organised by marketing agency VMSD – runs from Sep 6 to 8 at Equarius Hotel in Resorts World Sentosa where it will feature hard-to-find baijiu labels like a 50- and even 80-year-old Moutai (a type of baijiu native to the town Maotai in Guizhou Province, China) alongside a commemorative Diaoyutai State Guesthouse 50th Anniversary bottle.
Besides exploring the booths, visitors can attend masterclasses to learn more about the Asian spirits market conducted by industry experts like Rickesh Kishani, co-founder of Rare Whisky Holdings and Keith Chong, a well-known local whisky collector. Jing Tang, a premium baijiu brand, will also be in attendance to teach locals more about the appreciation of its fine Chinese spirits.
Says Keith Nakamura, head of marketing at VMSD, “Jiu Asia’s concept is inspired by our understanding of the regional and contemporary trends. Younger generations are constantly seeking new experiences and expressions, and there is a growing interest in vintage spirits, as people reconnect with their cultural heritage. This trend is exemplified by the rising popularity of traditional Asian beverages such as baijiu, sake, and soju.”
Jiu Asia 2024 also marks the debut of the Jiu Mix Cocktail Contest where mixologists and amateur bartenders alike can compete to secure internships and guest shifts at some of Singapore’s buzziest bars.
To make the proceedings even more exciting, the expo will culminate in an award ceremony recognising the most popular exhibitors in several categories, including Best Baijiu, Best Sake, Best Whisky, Best Booth, and Best Of Show.
You’ll want to stick around for this, even if you have no personal stakes with any brand. After all, winning exhibitors will be giving away a bottle of their specific label to one lucky attendee each, meaning you might end up winning something too.
The event is ticketed. Passes are available here.
