SB meets… Fergus Woodward and Rio Liu, Peddlers Gin
The co-founders of Peddlers share their insights on creating Shanghai’s first craft gin, the appeal of Chinese flavours, and the vibrant bar scene in China.
What was the inspiration behind Peddlers Gin?
FW: When I moved to Shanghai in 2014, I was amazed by the quality of the botanicals in China, which offer some of the world’s most vibrant flavours. But for modern spirits, like gin, there was nothing around, and there was a bit of a dismissal that something China-made would be low-quality. We, as a team, strongly disagreed with that and were keen to change perceptions.
RL: Gin lets you showcase ingredients. One of the first things we did was travel around China hunting for botanicals. We travelled on slow trains, visiting farmers and producers in regions like Sichuan, Dongbei, and Yunnan, inspiring our final recipe, which features ingredients like Sichuan pepper, Buddha’s Hand, and lotus. Peddlers combines Western and Eastern traditions, and really defines a sense of place. It also easily finds a place in China’s world-class cocktail scene, and we work with bartenders across the country to grow this idea of local creators.
FW: Shanghai is a trading city at heart. Alongside the skyscrapers in Liujiazhui are street-side vendors and tricycle peddlers hawking spices and curiosities. We felt this reflected our journey. We started the brand from a garage, and were literally peddling gin through Shanghai’s streets on a trike, hustling bartenders to try something new. We’re out of the garage now, but that scrappy, street-hustle DNA remains central to our identity.
What makes Chinese and Asian spirits attractive to consumers?
RL: Chinese liquors bring new flavour combinations that appeal to consumers. For example, we recently released a Salted Plum Gin that draws on the sweet and sour flavours seen in Northern China. It’s infused with things like salted plum, dates, and osmanthus, and is aged in Sherry casks. For Chinese consumers, gin is still a new concept, but using local ingredients makes it more familiar. I think that, globally, consumers are also interested in the stories behind the products and are intrigued by new Asian producers trying creative things.
How is interest rising?
FW: I think we’ve reached a tipping point where locally made spirits are valued in China. Over the next five years, IWSR anticipates between 20%-40% CAGR for locally made modern alcohols. This is driven by a shifting demographic, the growing cocktail culture in China, and producers becoming more sophisticated.
What do you wish people outside Asia knew about Chinese spirits culture?
FW: The bar industry is full of passionate and dedicated people. China can be a bit of an unknown, and sometimes it flies under the radar. The Chinese bar and spirits industry is world class, and we encourage everyone to explore it.
What’s trending in Asian cocktails?
RL: There’s been a shift toward more easy-to-drink cocktails, so something light, fruity or sweet and sour combinations. Bartenders also play around with more confidence with local ingredients, like using Lao Gan Ma sauce to make a Bloody Mary.
FW: In Shanghai this summer, the Ramos Gin Fizz is having a moment, which means a lot of work for bartenders.
How is Peddlers meeting demand for innovative flavours?
FW: We’re always experimenting and drawing from traditional flavours. Our Salted Plum Gin is inspired by the Suan Mei flavours of Chinese summer drinks, while Two-Eight Sauce Gin is our take on a popular Chinese hot-pot sauce. It combines toasted sesame and roasted peanuts, making an excellent base for sesame-washed Martinis or peanut butter Negronis.
What’s next for Peddlers?
RL: We are currently available across China and export to around 20 countries, but we are expecting a big year of global expansion. This includes a roll-out across the UK and first steps into the US. We also have some exciting limited releases and product collaborations coming up. Something for the Lunar New Year is in the pipeline. Our latest Lunar New Year release, Peddlers Snake Oil Gin, sold out in less than a week, so we are expanding availability this year. Watch this space.
Follow Peddlers Gin on Instagram @peddlersgin or contact info@peddlersgin.com.
Related news
Tarsier Gin unveils jungle-inspired new design
