Global Brands bets on the Japanese-inspired Spritz
Asuki is a Japanese-inspired liqueur developed by Global Brands for the ‘modern aperitivo moment’.
The company said the brand was created to meet growing demand for Asian flavour cues, lower-ABV serves, and elevated social drinking occasions across the on-trade.
Asuki launches with two 17% ABV expressions: Yuzu Citrus and Cherry Blossom.
The former delivers ‘bright, lifted’ citrus and ‘freshness’ to Spritzes and long serves. Meanwhile, Cherry Blossom offers ‘soft floral notes and delicate sweetness’, designed for Highballs and Martini-style serves.
Signature serves are the Yuzu Citrus Spritz, Cherry Blossom Highball, and a Cherry Blossom Martini. The company aims to position these cocktails as ‘contemporary’ alternatives to established aperitivo brands in the on-trade.
Global Brands cited CGA data that found Asian flavours in the UK to be worth £14.6 million (US$19.5m) and growing by 26.6% year on year.
The report highlighted yuzu as a ‘next-wave growth driver’.
Craig Chapman, head of brand at Global Brands, said: “Consumers are actively seeking new experiences and we can see the influence that Asia is having, not just from a flavour perspective, but also at a wider, cultural level.
“However, within the drinks space, we saw a clear gap for a liqueur that brought elegance and flavour traditionally associated with Asia, but at an accessible price point for the mass market, and Asuki was born.
“Low-ABV liqueurs are outperforming higher-ABV counterparts, reflecting growing demand for drinks that deliver on flavour and quality without excess strength.
“We’ve also seen how significant the Spritz and aperitivo occasion has become, and are excited to be giving operators a new proposition to tap into flavour momentum and offer consumers a modern, balanced alternative that fits perfectly into multiple drinking occasions.”
Asuki’s design has been developed to ‘maximise back-bar standout in premium environments’, featuring a frosted glass bottle. Ribs around the base of the bottle are inspired by the raked gravel patterns of traditional Japanese dry gardens, while swallows and blossoms also feature.
Jonathan Chadwick, head of creative at Clay Creative, who helped to develop the brand, added: “From day one, our ambition with Asuki was to create a bottle that feels as refined and balanced as the liquid itself.
“The frosted glass, gentle ridge, and the sweeping neckline are all designed to create a sense of calm movement and modern elegance, while also ensuring real impact on the back bar.
“It’s a bottle that really tells a story, and we’re excited to see it in venues where visual presence really matters.”
Global Brands’ portfolio includes VK, Hooch and mixer brand Franklin & Sons.
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