Tarsier has relaunched in Southeast Asia
Over the weekend, spirits brand Tarsier relaunched in Southeast Asia at the Manila Gin Festival in the Philippines. The goal? To reintroduce Tarsier through “education, tastings and on-trade engagement”.
Tarsier Spirit was founded by Manchester-based duo Sherwin Acebuche and Tim Driver in 2017, inspired by the pair’s backpacking trip through Southeast Asia.
The brand began with a desire to capture Southeast Asia flavours – including Thai basil, galangal and calamansi – in a London Dry-style gin.
And over the weekend (21-22 February), it relaunched in the region that inspired its very beginning. This week, Tarsier has also put on a show of activities across Manila to celebrate the launch. The sessions are designed to get media, on-trade operators, bartenders and consumers on board with the broader relaunch strategy.
The programme includes tastings at the Peninsula Manila, Bar Flora and Lanson Place.
A strategic step
Tarsier’s relaunch has been rolled out in collaboration with its Philippine distributor, Grand Cru Philippines.
Sandy Morales, marketing director at Grand Cru Philippines, said: “Tarsier Gin stands out for its commitment to authentic Southeast Asian flavours, a meaningful conservation mission and high-quality craftsmanship.
“Manila Gin Festival is a strategic opportunity to reconnect the brand’s story directly with a key audience in the Philippines – and to reintroduce Tarsier through education, tastings and on-trade engagement.”
Forming relationships
Morales said the festival will centre around three key goals: generating local media and industry excitement about the relaunch, building partnerships with bar groups, hotels, and on-trade outlets through training and tastings, and gauging consumer reactions to products like Yuzu Marmalade Vodka and new cocktail concepts.
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Sherwin Acebuche, co-founder of Tarsier Gin, added: “I’m excited to be joining Grand Cru at Manila Gin Festival to support the relaunch of Tarsier in the Philippines. They’ve carried the brand since 2020, and this feels like a natural next chapter.
“The festival, and the bartender and consumer masterclasses the week after, give us a powerful platform to showcase Tarsier’s versatility, from refreshing serves to more creative cocktail applications. On a personal level, I’m returning to my roots as a Filipino and looking forward to sharing stories of Filipino influence on spirits and cocktail culture.”
Sights on Singapore
After the Manila Gin Festival, Tarsier will continue its trade activities in Southeast Asia with a series of bar takeovers, customer visits, and bartender masterclasses in Singapore in collaboration with distributor Octopus Distribution Network.
The sessions will emphasise guided tastings, serve development, and brand storytelling, all centred around Tarsier’s conservation mission and travel-led philosophy.
Leo Chue, assistant category manager at Octopus Distribution Network, said: “We’re excited to represent Tarsier Gin in Singapore. It’s a standout modern gin with flavour offerings that match what today’s consumers are looking for as they explore more contemporary and adventurous spirits.
“With focused market activation, we see strong potential to build both on-trade visibility and retail presence.”
Award-winning
Last year, Acebuche was crowned Beverage Innovator of the Year at the Be Inclusive Hospitality Spotlight Awards 2025. The award recognises a visionary professional in the drinks industry who is pushing boundaries and shaping the future of beverages through creativity and bold ideas.
In his acceptance speech, Acebuche urged the industry to initiate meaningful changes: “If you want your culture represented in the drinks space, if you want people who look like you to be seen in the drinks space, then list brands that represent you and your values. Change starts in this room. For every bottle sold, our dream of being seen gets a little bit closer.”
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