Master of Malt eyes Asia expansion
UK-based online drinks retailer Master of Malt is increasing its focus on markets in Asia — but what makes the region such a “sweet spot”?
The drinks retailer and independent bottler announced in late July that it would launch its range into wider retail for the first time.
This shift coincides with its goal to broaden its market reach.
Its new products, launched beyond the Master of Malt website for the first time, will be available for sale through distributors across Europe, the Middle East, India, and Africa (EMEIA), as well as regions in Asia Pacific and North America.
Adrian Lugg, Master of Malt’s head of marketing, described Asia as a particular bright spot.
“Rising disposable income, exploding e-commerce, and a thirst for premium imports make Asia a sweet spot,” he said.
As the largest continent in the world, home to 49 countries, Asia is drastically diverse. Different markets offer a range of opportunities for spirits makers and retailers like Master of Malt.
“Southeast Asia’s growing middle class is trading up fast, with strong demand in Thailand, Vietnam, and the Philippines,” Lugg said when asked about demand in different markets.
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“Meanwhile, Japan and South Korea remain premium-loving, brand-savvy and culturally whisky-aligned.”
Across the region, Lugg noted that local whisky demand is booming, but said there is “still strong appetite for international brands”.
What are consumers thirsty for in Asia? “Lighter styles, fruit-forward profiles, and accessible blends with status cues,” he said. “Younger drinkers want authenticity with a modern twist, story-rich brands they can share socially.”
India: Scotch boom incoming
India’s free trade agreement with the UK, signed on 24 July by ministers from both parties, has made headlines for the positive impact it will have on Scotch exports to the country.
Looking specifically at the potential of the deal, Lugg said that the duty cuts “are opening the door to wider access and deeper distribution, especially for premium international whisky”.
Master of Malt is now looking to partner more closely with distributors in the region and build a stronger regional strategy.
Lugg said: “Given our focus on Limited Edition bottlings, it’s about leveraging the equity in the Master of Malt brand and ensuring we’re tactical with allocations of each release.”
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