The Route-to-Market Playbook for Asia’s Spirits Producers

11/07/2025 Importers, Distributors, or Digital Retail? What Works Best in Each Asian Market

As global spirits producers look to grow their presence in Asia, the biggest question isn’t just “How do I sell?” — it’s “Who do I sell to?”
Do you partner with an importer? Go straight to a distributor? Launch via a digital retail platform? The right route to market can make or break your success in Asia’s fragmented and diverse spirits landscape.

This guide breaks down the best route-to-market models by country, complete with local insights, platform examples, and actionable tips for 2025.

Route-to-Market Definitions

Before diving into the country specifics, let’s clarify the three core models:

1. Importer: A licensed entity that brings your product into the country. Usually works closely with customs and may or may not handle downstream distribution.
2. Distributor: Typically buys from importers and sells to hotels, bars, restaurants (on-trade) or retail chains (off-trade). May also manage brand activation and sales force.
3. Digital Retail: Includes DTC (direct-to-consumer) platforms like Shopee or JD.com, and B2B discovery platforms like EC Proof or HotShop.vn. Often requires a local partner to manage logistics, compliance, and order fulfillment.

Asian Markets To Pay Attention To

India: Bureaucratic but Booming

Recommended Route: Importer → State Distributor → Retail/On-Trade
India is not a single market—it’s 28 states, each with its own alcohol regulations, taxes and registration processes. You must work with an importer registered with the excise departments of the states you want to enter.

Top Importers:

Key notes to keep in mind:

  • Pricing approval is required state-by-state.
  • Digital retail is emerging via Swiggy Instamart / Living Liquidz, but highly state-limited.
  • Premium bars in Mumbai, Delhi, and Bangalore prefer brands with awards or influencer backing.

Pro Tip: A medal from Asia Spirits Competition helps during state registration and importer onboarding.

Anggels Share

Image Credits: Anggels Share (Instagram)

Vietnam: Flexible and Importer-Friendly

Recommended Route: Importer-Distributor Hybrid → Retail/On-Trade
Vietnam allows foreign spirits to be brought in via licensed importers, many of whom also act as distributors.

Top Players:

Key notes to keep in mind:

  • Craft spirits and niche categories are welcomed.
  • Retailers often source from importers directly.
  • Strong bar culture in Ho Chi Minh City and Hanoi favors tasting events and training support.

Pro Tip: Bundle in POS, suggested serves, and bartender trainings to sweeten your offer.

Red Apron Wine & Spirits

Image Credits: Red Apron Wine & Spirits (Instagram)

Indonesia: Complex but Opening Up

Recommended Route: Sole Importer with Multi-Channel Reach
Alcohol is tightly regulated in Indonesia, and most imported spirits go through a limited number of licensed importers.

Top Importers:

Key notes to keep in mind:

  • Bali is more open than Jakarta; entry via hospitality is possible with local events.
  • Digital retail is minimal due to regulations.
  • Halal certifications and cultural sensitivity required for labeling.

Pro Tip: Work with an importer that already supplies 5-star hotels and clubs — often the best way to build brand visibility in Indonesia.

PT Mitra Indo Maju

Image Credits: PT Mitra Indo Maju (Instagram)

Singapore: Open, Premium, and Digital-First

Recommended Route: Importer → Distributor or Direct-to-On-Trade
Singapore is a free-market model where multiple routes work. Many importers also serve the on-trade directly.

Importers & Distributors:

Key notes to keep in mind:

  • Digital retail is powerful (FairPrice, RedMart, Shopee).
  • On-trade decisions are influenced by bartenders and spirits consultants.
  • Singapore is also a launchpad to Malaysia, Indonesia and Hong Kong.

Pro Tip: Make Singapore your regional base — it’s where buyers from other SEA markets look for inspiration.

EC Proof

Image Credits: EC Proof (Instagram)

Japan: Relationship-Driven, Traditional Model

Recommended Route: Importer → Wholesaler → Bars/Restaurants
Japan’s bar scene is world-famous but conservative in its sourcing. Most imported spirits come via established importers who work with nationwide wholesalers.

Key Importers:

Key notes to keep in mind:

  • Distributors typically specialize in either sake, wine, or spirits.
  • Bar owners often trust wholesalers they’ve worked with for years.
  • Language localization is non-negotiable.

Pro Tip: Get a local ambassador or bartender champion to help your brand earn credibility.

South Korea: Trendy and Digitally Advanced

Recommended Route: Importer/Distributor Combo → On-Trade & eCommerce
Many importers also function as distributors, supplying high-end bars and premium e-commerce platforms.

Top Partners:

Key notes to keep in mind:

  • Cocktail culture is thriving in Seoul and Busan.
  • Platforms like Coupang, Market Kurly, and Kakao support eCommerce retail with alcohol licenses.
  • Visual branding and social content are key.

Pro Tip: Your digital shelf (image, story, language) is just as important as your physical one.

Nara Cellar

Image Credits: Nara Cellar (Instagram)

Why Route-to-Market Strategy Starts with Recognition

Many importers and distributors in Asia prefer to carry brands that are pre-vetted. Winning or even entering a regional competition like the Asia Spirits Competition sends the message “We are market-ready, serious, and already trusted by industry professionals.”

Benefits of entering:

  • Credibility when pitching new partners
  • Competitive differentiation for shelf space
  • Listing in the Asia Spirits Buyer Guide
  • Media support and ongoing digital reach

Your Roadmap to Expansion in Asia

  • Define your primary markets (2–3 max to start)
  • Identify the right route-to-market model per country
  • Research the top importers/distributors with channel fit
  • Package your brand with awards, marketing material, and support
  • Use Asia Spirits Competition medals to strengthen your case

Ready to make your spirits brand discoverable and trusted in Asia? Enter the Asia Spirits Competition today and give your product a route-to-market advantage.

Header image sourced from Unsplash.

Grow In Thailand, Vietnam, South Korea, Japan, Singapore and Other Asian Countries With Asia Wine Ratings. Here is how to enter. Submission deadline is September 18, 2025.