With the 2nd edition of the Awards coming up (with entries closing in just a few days) we thought it would be fun to re-visit some of the winners and ask them some questions specifically about the market in Asia. Tania Unsworth (Co-Founder of Seekers Independent Spirits) and Allison Renfrew (Head of Marketing for Isle of Raasay) were good enough to answer our questions
1) How do you see / approach the broader market in Asia - and have you seen any shifts since the first awards? Are there any particular Asian markets you’re focusing on in the future?
Seekers Spirits: Asia is an incredibly dynamic and exciting region for craft spirits. There’s a growing appreciation for high-quality, locally produced spirits, driven by a younger, more adventurous consumer base that values both authenticity and sustainability. We’ve always taken a region-first approach, focusing on flavors and ingredients that resonate with Asian palates while ensuring that our products meet international quality standards.
SOCraft Awards launched at a time where there’s more curiosity and confidence in homegrown brands. Asian consumers and bartenders are increasingly looking for spirits that have a real sense of place rather than defaulting to imported brands. This plays to our strengths, as our spirits, from Seekers Mekong Dry Gin to Jason Kong Butterfly Gin, highlight regional botanicals and flavors. Looking ahead, we’re particularly focused on growing our market share in Thailand and Vietnam, where craft spirits are really gaining traction. At the same time, we’re looking to establish strong distribution partnerships in Singapore and Hong Kong, both of which have world-class cocktail scenes.
Isle of Raasay: Asia is an exciting and rapidly evolving market, it offers a broad and diverse landscape of tastes, preferences, and cultures that provide great opportunities for Raasay Distillery. The growth of craft spirits and whisky culture in Asia, especially among younger, more discerning drinkers, has been a key development we’ve observed. SOCraft was a fantastic platform for showcasing our whisky and is a real credit to the hard work from our dedicated team on Raasay. The positive reception of this award has helped build awareness with consumers and we have found that awards like this really grab people's interest to try and explore new brands. Looking ahead, we’re working closely with markets like Japan and Southeast Asia. Interestingly, we will be attending our first whisky show in Singapore this year which we are really looking forward to.
2) What’s some advice you could give for brands looking to get into Asia, or specific markets in Asia?
Seekers Spirits: Absolutely. Asia is not a single, homogenous market—it’s a complex mix of cultures, drinking preferences, and regulatory environments. My main advice would be to take the time to understand each market individually. What works in Singapore may not work in Cambodia or Japan. Find strong local partners who understand the trade Platforms like SOCraft are invaluable because they provide validation, exposure, and access to industry professionals who are genuinely passionate about craft spirits. Winning an award at SOCraft isn’t just about a medal—it’s a signal to bartenders, distributors, and consumers that your product meets a high standard. The media visibility that comes with it also helps open doors to new markets.
Isle of Raasay: Entering the Asian market requires patience, cultural understanding, and an adaptable strategy. My advice would be to first do thorough market research to understand the local drinking habits, trends, and regulatory requirements for your category. Each country has its own preferences and unique challenges. For example, Japan has an established whisky tradition, whereas Southeast Asia may have a more experimental consumer base. Brands should prioritise building relationships with local distributors, bars, and restaurants, as these partnerships are critical to getting your product in front of the right audience. Networking with local influencers, industry professionals, and participating in events like SOCraft are great ways to introduce your brand, establish credibility, and create long-term connections. SOCraft has helped us showcase our whiskies quality and credentials, so I would recommend it.
3) How do you balance between addressing the needs of customers looking to use your spirits in cocktails, against those looking to drink neat / straight? In terms of promotion, events, working with on-premise etc..?
Seekers Spirits: For us, it’s about versatility without compromise. We design our spirits to work beautifully in cocktails while still standing strong on their own. For example, Seekers Mekong Coffee Liqueur has enough depth and complexity to be sipped neat but also integrates perfectly into an Espresso Martini. Our wood-finished Mekong Gold Gin, works beautifully as a whiskey substitute in traditionally whisky based cocktails, but is exceptionally smooth and complex and can be enjoyed just on the rocks. When it comes to promotion, we work closely with bartenders to showcase the versatility of our range. We host masterclasses, tasting events, and brand collaborations that highlight the full potential of our spirits.
At bars and restaurants, we encourage venues to include a range of serves, ensuring different consumer preferences are catered to.
Isle of Raasay: At Isle of Raasay Distillery our aim is to make whisky consumption enjoyable and accessible to all, so showing variety of ways to consume allows us to do so. We primarily focus on enjoying the whisky neat but at events and on-premise we have the opportunity to be creative in the serves. For example, we recommend trying a Draamhattan which uses our Isle of Raasay Single Malt, The Draam instead of american whiskey. For those who prefer to drink our spirits neat or straight, we emphasize the quality, craftsmanship, and distinctive flavour profiles of our whiskies, highlighting our unique distillation process of using peated and unpeated spirit.
For the on-premise, we work closely with bars and restaurants, and provide training and support for staff on how to best use our products in mixed drinks. At events, we like to offer tastings that reflect who we are as a brand. We like to bring fun and engagement into the learning experience.
4) What has winning your award(s) last year meant for your brand?
Seekers Spirits: Winning at SOCraft was a great moment for us. It reinforced that what we’re doing—both in terms of liquid quality and sustainable production—is resonating with the industry. The recognition helped us build credibility in key markets, opening up conversations with distributors and bars that might not have been familiar with Seekers before.
It also validated our approach to craft spirits in Asia. We believe that local production, premium ingredients, and sustainable sourcing can compete at an international level, and the SOCraft awards proved that. It’s given us even more motivation to push forward, continue innovating, and showcase what Asia has to offer to the world of spirits.
Isle of Raasay: Winning the SOCraft award last year was an incredible recognition for Raasay Distillery. It validated the hard work and passion we put into every bottle, and it gave us increased credibility in a competitive market. It reinforced that we are producing something special, and we are very proud of that.
Many thanks to Tania & Allison for taking the time to answer our questions, and to the team at Foodnews Singapore for making the interview happen!
Cheers,
Martin.
