As Asia's spirits industry continues to evolve, understanding what buyers, bartenders, and hospitality professionals are looking for has never been more important. Consumer preferences are shifting, premiumization is changing purchasing behavior, and producers are increasingly looking for guidance on how to succeed across diverse Asian markets.

To explore these trends, we spoke with Billy Lau, Bar Manager at Langham Hospitality Group, who also serves as a judge for Asia Spirits Ratings.

Billy currently leads the beverage program at Cordis Hong Kong, bringing together years of international experience across Europe and Asia. Born in Hong Kong, Billy spent his early career refining his craft in Europe before returning to Asia, where he has helped shape some of Hong Kong's most exciting beverage programs. His journey has taken him from Le Comptoir Group and the fine dining venue Bibo, alongside Global Champion MIXLDN Timothy Ching, to opening Hong Kong's first Nipo-Brasileiro whisky bar, Djapa, and later Gishiki Lounge, the sister bar to the Michelin-starred Sushi Zo Group. A certified BIlAB Whiskey Ambassador and Brand Ambassador for Copenhagen Distillery, Billy is also a regular educator, guest bartender, and masterclass speaker.

As a judge for Asia Spirits Ratings, Billy will evaluate spirits alongside importers, distributors, retailers, bar managers, hotel beverage directors, bartenders, and hospitality professionals from across Asia. The competition recognizes products that excel not only in quality but also in value and packaging, three factors that influence purchasing decisions throughout the region.

In this interview, Billy shares his perspective on Hong Kong's evolving cocktail scene, premium whisky trends, building successful beverage programs, and what international spirits producers need to understand to succeed in Asia.

According to Billy Lau, today's buyers and bartenders across Asia are looking for much more than a well-made spirit. Brands that succeed are those that:

- Have a clear purpose and target audience—whether designed for cocktails, premium sipping, or casual consumption.

- Deliver genuine value, with quality that justifies premium pricing.

- Offer a unique identity and authentic story that differentiates them in a crowded market.

- Demonstrate a commitment to sustainability, an increasingly important consideration for both hospitality professionals and consumers.

- Understand local market preferences, recognizing that consumer tastes vary significantly across Asia.

- Remain consistent in quality and brand execution, creating confidence among buyers and bartenders.

- Invest for the long term, building relationships and adapting to changing consumer trends rather than chasing short-term opportunities.

Here is our detailed interview with Billy Lau, Bar Manager at Langham Hospitality Group, Hong Kong:

You've worked across Europe and Asia. How have those experiences shaped your approach to building beverage programs in Hong Kong?

Every country have their culture and preferences, you will understand one size very quickly definitely does not fit all, there is always more to discover, you have to dive deep into learning what each city likes and dislikes, before even planning your beverage programs, then of course, you will have to keep on top of it, constantly reviewing and changing what works and doesn’t work.

As Bar Manager at Cordis Hong Kong, what defines a great hotel bar experience today?

Hospitality, hospitality, hospitality. It’s about making guests feel like our hotel is their home. They feel welcomed, they feel taken care of, they feel like coming back to you again and again, for whatever situation. It’s all the small gestures too, delivery above and beyond their expectations goes a long way.

For spirits brands, the lesson is simple: don't just sell a bottle—help venues create memorable guest experiences through education, storytelling, and service support.

You've worked extensively with whisky. What trends are you seeing in the premium whisky category across Asia, and what opportunities should producers be paying attention to?

I think the market for premium whisky is shifting, people are even more educated and matured about what they want, there is always an interest to look for an expression that’s new and exciting, but they want value for their money, if you charge a premium price, you have to be able justify its worth, while there is more of a demand for the sustainability aspect too, how you are closing the loop and giving back is an essential consideration now for producers.

For whisky producers, this means premium positioning alone is no longer enough. Brands need to offer genuine quality, communicate a compelling story, demonstrate sustainable practices, and clearly show why their product deserves its place in an increasingly competitive premium market.

You've opened concept-driven venues ranging from a Nipo-Brasileiro whisky bar to a Michelin-connected cocktail lounge. How do you balance creativity with commercial success, and what makes a drinks program stand out in today's competitive market?

Concept is very important, it is your brand’s DNA, that is what separates you from the other competitors today, it is essential to consider what you represent and believe, but then, remember to deliver that through all the details in your venues, from your hardware to software, you and your team has to believe and breathe it, I think if your creative concept is strong, and you are delivering it consistently, success will come.

For spirits brands, the lesson is to build more than a great product. Develop a distinctive brand identity, communicate it consistently across every customer touchpoint, and give bartenders and hospitality teams a compelling story they can confidently share with guests.

What are the key qualities that make a spirit stand out, not just for quality, but for its potential to succeed with bartenders, hotels, and consumers?

Decide on your target and what you represent. Is the spirit designed for bartenders for mixing? Is it a sipping spirit for hotel guests in their bar and lounge? Is it a no-fuss, fun spirit for consumers to enjoy with their friends at home? The list can go on, but once you know what you want to make, are you delivering what you set out intending to produce?

What advice would you give international spirits brands looking to build a lasting presence in Hong Kong and the wider Asian market?

Similar to the trend of premium whisky we mentioned earlier, sustainable production is an essential factor nowadays, to have a lasting presence in Hong Kong and the wider market, you have to practice that. If you want to stand out and sustain for a long time, the spirit either has to be very unique, or it is just leagues above other spirits in what they do. The market is very saturated, you will have to be prepared to put in the time and investment, as well as a keen eye on the ever changing market trends.

Billy Lau's insights reinforce why Asia is becoming one of the world's most dynamic spirits markets. Success today requires more than producing a great spirit, it requires understanding local consumer preferences, delivering genuine value, building a clear brand identity, and maintaining a long-term commitment to quality and sustainability.

These are exactly the qualities recognized through Asia Spirits Ratings, where leading buyers and hospitality professionals evaluate spirits based not only on craftsmanship but also on their commercial relevance across Asia's evolving beverage landscape.

Put Your Spirits in Front of Asia's Leading Buyers and Bartenders

The insights shared by Billy Lau reflect exactly what the judges at Asia Spirits Ratings look for when evaluating spirits. Organized by Beverage Trade Network (BTN), Asia Spirits Ratings brings together leading importers, distributors, retailers, hotel beverage directors, bar managers, bartenders, and hospitality professionals from across Asia to assess spirits on three key criteria: Quality, Value, and Packaging. 

For spirits producers, the competition offers more than medals. It provides independent validation from the people who influence purchasing decisions across hotels, bars, restaurants, retail, and distribution throughout Asia. If you're looking to grow your brand in Asia, entering 

Asia Spirits Ratings is an opportunity to receive professional feedback, benchmark your products against international competition, and gain recognition from the industry's leading buyers and hospitality professionals. 

Entries are now open. Submit your spirits and discover how your products perform in one of the world's fastest-growing beverage markets.

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