Tanglin Gin bets on experiences to fuel growth
Singaporean gin maker Tanglin is aiming to grow the brand through experience-led activations and partnerships across hospitality, gastronomy, travel and sports.
For the second year in a row, Tanglin served as the official gin partner of the HSBC Women’s World Championship, held this year from 26 February to 1 March in Singapore.
With initiatives like The Par & Bar Takeover, which serves bespoke cocktails and refreshments, the brand reached more than 34,000 spectators over the four-day event, joining the likes of Rolex, Lexus, and Singapore Airlines.
Tyler Hendrie, general manager of Tanglin Gin, looks back on the activation: “The HSBC Women’s World Championship 2026 partnership succeeded because there was a genuine alignment between the audience, the event, and the brand. The event is known for excellence, professionalism, and premium hospitality, which mirror the environment in which Tanglin Gin performs best.”
Rather than relying on a sponsorship focused solely on visibility, Tanglin approached the collaboration as an experience-led partnership.
Guests were able to engage with the brand through curated cocktail experiences, hospitality moments, and conversations around Singapore craftsmanship and modern Asian spirits culture.
Hendrie notes that “the level of interaction created stronger engagement and recall than traditional branding alone.”
“Just as importantly, the tournament brought together an influential international audience spanning business, hospitality, media, and lifestyle sectors,” he says. “It gave us an opportunity to build relationships while introducing the brand in a setting that felt credible and aspirational.”
For Tanglin, participating in the global sporting event helped build a deeper emotional connection with consumers than traditional marketing channels can.
To support the gin’s broader positioning, the partnership also aimed to raise global awareness of Singapore-made spirits.
“Singapore is increasingly recognised for world-class dining, cocktails, and hospitality, and we want Tanglin Gin to be part of that international conversation,” Hendrie explains. “From a brand-building perspective, partnerships like this help reinforce that Tanglin Gin is not only a successful local craft spirit but a premium Singapore brand with international ambitions and relevance.”
Engaging format
Henrie notes that the experience-led activation at the HSBC Women’s World Championship reinforced Tanglin’s marketing strategy, demonstrating how such partnerships can drive strong consumer response.
“We are prioritising collaborations where Tanglin Gin can become part of the guest experience itself, whether through hospitality, storytelling, cocktails, dining, or cultural programming,” he shares.
Looking forward, Tanglin Gin has multiple new activations on the horizon across luxury hospitality, gastronomy, travel, sports, and premium lifestyle platforms. The brand is especially interested in initiatives that showcase contemporary Singapore creativity and hospitality to international audiences.
“Some of these initiatives are designed around consumer engagement, while others are focused more on trade relationships, international exposure, and brand building,” Hendrie adds. “We see those areas as increasingly interconnected.
Hendrie says these partnerships are key to growing the brand and entering new markets.
“As Tanglin Gin expands internationally, we want every collaboration to align with the brand’s identity: premium, contemporary, welcoming, and distinctly Singaporean,” he concludes.
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