ASC launches Beam Suntory in Hong Kong and Macau

ASC Fine Wines, one of the biggest wine and spirits importers in Greater China, has launched Beam Suntory’s spirits portfolio in Hong Kong and Macau.

Jonathan Mather, general manager of ASC Fine Wines’ Greater South Region

ASC has been appointed as the sole importer for Beam Suntory’s spirits portfolio, including its Japanese whisky, Scotch whisky and Sauza Tequila, for both Hong Kong and Macau markets.

It means ASC is now in charge of the distributing both the wine and spirits portfolios of Suntory Holdings, the parent company of both Beam Suntory and ASC, including its own Bordeaux Chateau and Japanese winery Tomi No Oka, in both markets.

Chita, Suntory’s first single grain whisky, is one notable addition to ASC’s Japanese whisky profile, as previously ASC only had Yamazaki, Hibiki and Hakushu.

New Bourbon additions include Beam Suntory’s flagship brands Jim Beam and Maker’s Mark. Other new entrants on ASC’s portfolio included Roku gin, Sipsmith gin and Courvoisier Cognac.

“This is a project we have been working on for several years to converge the distribution between different divisions of Suntory,” Jonathan Mather, general manager of ASC Fine Wines Greater South Region, told dbHK when interviewed at ASC’s World Wine Tour event.

“The direction has been why should we duplicate distributions in different markets?”

The company hosted a masterclass on Roku gin last month, and will be planning more launch activities for specific brands in the coming months, Mather revealed.

“There’s a lot of interest for Roku, very good turnout. We have some launch activities late last month, so they will become a regular fixture as we launch specific brands,” he added.

ASC Fine Wines, a leading wine and spirits in Greater China region, was bought by Suntory Holdings in 2009. The company presents exclusively a portfolio of over 2000 wines from over 100 producers in Hong Kong.

Following the launch of Beam Suntory spirits portfolio in Hong Kong and Macau, ASC also plans to introduce the range into Mainland China’s on-trade, which has traditionally been a strength for the wine and spirits importer.

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