Joshua Tan Yee Chong is an award-winning bartender, international hospitality consultant, and drinks specialist who believes that great beverage programs are built from the inside out.

With deep roots in elite cocktail bars, Joshua has travelled extensively, showcasing signature serves and developing progressive beverage programs, while maintaining a strong focus on people-first hospitality, bartender development, and meaningful guest experiences.

Today, Joshua brings that perspective to projects across Hong Kong, Mainland China, and Singapore. Their experience gives them a valuable view of how spirits brands are perceived not only by bartenders and hospitality professionals, but also by the consumers ultimately choosing what to drink.

In this conversation, Joshua shares their perspective on what international spirits producers need to understand when entering Asian markets, why bartender advocacy matters, and how brands can build a more sustainable and relevant presence across the region.

Having worked across Hong Kong, Mainland China, and Singapore, what are the biggest opportunities you see for international spirits brands looking to grow in Asia?

For spirit brands looking to expand into Asia, I believe working closely with hyper-local communities and giving back to them is a key avenue for growth. Asian consumers - especially in key hubs- are more discerning than ever with their dollars and choice of drinks. They want to know where their wallets are going and, better yet, if it can be going towards a good cause. Partnerships with local businesses that bring value to their locale are an underrated avenue for growth.

As someone who has built beverage programs and worked closely with bar teams, what qualities make a new spirits brand stand out to bartenders?

Versatility, narrative, and of course taste. From an operational standpoint, bartenders need spirits that can hold up well in a good classic cocktail as well as a profile that can shine through modern mixology techniques. With cocktails being increasingly complex, an iconic spirit profile helps to stand out. As storytellers, a brand with a good story we can share with our guests always makes for a good conversation. Taste, need I say any more? If a liquid in a glass isn't great, I don't think anything can save it.

Beyond producing a great spirit, what can international suppliers do to become preferred partners for premium bars and hospitality venues?

Support, understanding, and the willingness to stand out. In such a saturated market, it is important for suppliers to understand their key role in a venue. A one-size-fits-all sales approach has been seen by us one too many times. Offering venues a chance to do something different, such as a masterclass for the team with useful content, crafting photogenic spaces, and even surprise visits, are some examples I can think of. Venues themselves have different day-to-day issues that are not always visible to the public eye (or suppliers in this case); it's important to understand the needs and capabilities of a venue. A supplier should look to help elevate the venue's overall guest experience.

What are some of the most common mistakes international spirits producers make when entering Asian markets?

Using the same tactics that have been used constantly in the last decade or so to break into the markets. Sponsoring large events, guest shifts and online advertisements are always useful. However, it's important to consider the locale - tactics that work in a highly developed city such as Singapore and Hong Kong do not work the same in places such as Hangzhou or Nanjing (these are second-tier cities located close to Shanghai, the cocktail hub of Mainland China). Understanding not only how to navigate local laws but also local culture should not be forgotten. Entering a market requires a deep understanding of regional nuances.

How important are education, bartender engagement, and on-trade activations when building a successful spirits brand in Asia?

Paramount to success. As I've mentioned, using the same marketing tactics over and over again yields diminishing returns. Bartenders can always be your unofficial ambassadors; through education, we stand out and hold a place in the minds of the industry and consumers. If they believe in your brand, they will share it with umpteen guests over the course of their career.

Consumer preferences continue to evolve. What spirits categories, cocktail trends, or drinking occasions do you believe offer the biggest opportunities over the next few years?

The trend that I see the most in 2026 has been that people drink for occasions important to them. It can be as simple as a birthday, a date, or even the fact that they don't have to work the next day. Cocktails themselves have seen a resurgence in more minimalistic approaches, with advanced techniques hidden in a transparent shell. Category-wise, I see massive growth potential for locally produced spirits that capture the authentic culture of their terroir.

If an international distillery had one opportunity to present its brand to you, what would make the strongest first impression?

An actual visit to the distillery or let us talk to someone who's actually been there. Instead of being handed a slide deck or sending a venue a sales representative to talk about a brand that he has no idea about, bring us the founder, master distiller. This individual can walk us through the realities of producing a spirit.

What advice would you give to international spirits suppliers looking to build a sustainable, long-term presence across Asia rather than focusing solely on short-term sales?

Focus on the local population, build presence and good relationships with local suppliers, bars, and guests. Understand who is drinking what product and how you would be a part of their circle. It's not about being the only choice, but rather the preferred choice among a host of others. As I've said before, create value for the local community.

Asia Spirits Ratings

Joshua’s perspective reflects an important shift in Asia’s spirits market. Quality remains essential, but brands also need relevance, adaptability, strong local relationships, and genuine advocacy from the people working behind the bar.

The judging panel includes bartenders, bar managers, retailers, importers, distributors, and hospitality buyers who evaluate each entry on Quality, Value, and Packaging.

An Asia Spirits Ratings medal provides producers with independent recognition from professionals who understand the region’s buying and hospitality landscape. For brands looking to grow through bars, hotels, retailers, distributors, and importers across Asia, it offers both a commercial benchmark and a platform to build greater credibility in the market.

The Asia Spirits Ratings 2026 judging will take place on November 11, 2026.

For international spirits brands looking at Asia, Joshua’s message is clear: understand the local market, invest in relationships, support the people serving your product, and focus on becoming a preferred choice rather than simply another option.

This interview was conducted by Ankita Okate, Chief Growth Officer & Head of Events at Asia Spirits Ratings, as part of an ongoing interview series featuring leading bartenders, buyers, distributors, retailers, and hospitality professionals from across Asia.

Also Read:
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In Conversation with Amir Javaid: What Makes a Spirits Brand Stand Out in Asia?