Tarsier targets North America
One of Tarsier Southeast Asian Spirit’s co-founders is heading to Massachusetts and Ontario to support the brand’s distribution partners and expand its market presence.
Martignetti Companies distributes the brand in Massachusetts, US, while Tre Amici Wines and Spirits handles Ontario, Canada.
As part of the tour, Tarsier’s Sherwin Acebuche will visit Boston, Cape Cod, and Toronto for a series of trade engagement activities, which include bar takeovers, seasonal tastings, retail visits, and sales team training.
In Massachusetts, he will attend bar takeovers at Boston venues such as Shore Leave and Hobgoblin.
He will also appear at Martignetti’s Spring Wine & Spirits Tastings in both Boston and Cape Cod. The programme will also involve retail visits and training sessions with Martignetti’s sales team to support the brand’s growth in on-premise sales throughout the state.
Matt D’Aloia, portfolio manager at Martignetti Companies, said: “We are excited to welcome Sherwin and Tarsier for our upcoming seasonal tastings and events with select accounts. In Massachusetts, the opportunity for Tarsier Gin sits squarely at the intersection of premiumisation and flavour exploration.
“Bartenders and beverage directors are leaning into globally inspired menus, and Tarsier’s profile – with the Lychee & Raspberry Pink Gin and Southeast Asian Dry Gin – fits naturally into Spritzes, Highballs, and signature cocktails.
“With the right focus on key on-premise accounts, supported by bar takeovers and staff education, we see a clear path to building both brand awareness and sustainable menu placements across the market.”
Ontario focus
Following the Massachusetts programme, Tarsier will head to Toronto to support the launch in Ontario with Tre Amici Wines & Spirits.
The visit will include hands-on sessions with Tre Amici’s sales team, meetings with the LCBO, and visits to key on-premise accounts throughout the city.
Bobby Panchu, retail director for Tre Amici Wines & Spirits, commented: “Tarsier will be in Ontario to support the upcoming launch, spending time on the ground connecting with the people who will ultimately bring the brand to life in the market.
“The visit will include hands-on sessions with our sales team, with informal tastings and practical discussions around how best to present the gin’s distinctive, Asian-inspired botanicals to Ontario consumers. There will also be time spent with the LCBO spirits buyer to exchange insights on the category, local consumer behaviour, and how Tarsier can carve out a meaningful and lasting presence on the shelf.”
Acebuche is also scheduled to spend time in the market meeting customers and supporting product listings through tastings.
According to Acebuche, founder-led visits remain central to the brand’s international growth. He explained: “Having successfully relaunched Tarsier in the Philippines and Singapore in February, I am excited to work with our distributors in North America to deliver a programme of events to support Tarsier in the US and Canada.
“For us, these trips are always about people. Liquids are built in distilleries, but brands are built in bars and restaurants. Spending time with our distribution partners, bartenders and retailers is where the real momentum happens.
“This is a valuable opportunity to emphasise our brand proposition of transporting consumers to Southeast Asia through our liquids while supporting tarsier conservation at the same time.”
Tarsier Spirit produces a variety of gins inspired by Southeast Asian flavours, with botanicals such as calamansi, Thai basil, galangal, and Kampot peppercorns.
The company contributes 10% of its profits to support tarsier conservation efforts in the Philippines.
Last month, Tarsier launched a colour-coded foil-led label design across its portfolio.
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