The top 10 liquor and spirits brands in Asia-Pacific

Some fans of spirits enjoy learning about the history of distilleries, understanding the intricacies of the production 3processes and training their palate to savour complex flavour profiles. And at the other extreme, some people subscribe to the point of view that ‘wine is fine but liquor's quicker'.

01 Oct 2021 | By PrintWeek Team

The latter type seems to be pretty rare in Asia, where people mostly prefer drinks that are meant to be measured out by finger-widths. According to a Forbes article published just last week, at a recent Sotheby's auction of whiskey and rare spirits, 80% of the buyers were Asian (and 60% were under the age of 40).

It's normal, at least in the opinion of one Sotheby's spokesperson, for people to open bottles that cost more than USD 50,000 on an average evening at home. And in June, according to the same report, Sotheby's sold 24 bottles of China's popular Kweichow Moutai liquor for a record USD 1.4-million.

While most people aren't making such extravagant purchases, this report about Asia's most popular spirits brands underscores the regional preference for drinks one sips and considers — rather than mixes into cocktails. On the lists that follow, you'll find precious few vodkas, rums, gins or tequilas. In Asia, it's all about the cognacs, whiskys and bourbons (although in China, it's also about the baijiu).    

The following facts about Asia's favourite spirits/liquor brands are derived from the 2021 edition of Campaign Asia-Pacific's exclusive Asia's Top 1000 Brands research, done in partnership with Nielsen IQ. The region's most comprehensive research on consumer brand perception, Asia's Top 1000 Brands asks consumers in 14 Asia-Pacific markets to name the brands they consider the best in 15 major product and service categories.

From this, the overall Asia's Top 1000 Brands ranking is compiled, a list of the top 100 brands in each market, and a variety of features and category-based reports like this one.

Asia's top 10 spirits/liquor brands

Johnnie Walker



Jack Daniel's


Remy Martin





Specific markets where Johnnie Walker walks in front of the pack: Australia, Singapore, Malaysia, Taiwan, and Thailand

Other market-specific No. 1 brands:

Asahi (Japan)

Ballantine's (Korea)

Chivas (Indonesia and Vietnam)

Hennessy (Hong Kong) 3

Jim Beam (New Zealand)

Moutai (China)

Royal Stag (India)

San Miguel (Philippines)

Market-specific No. 2 brands:

Chivas (Hong Kong, Thailand)

Hennessy (Malaysia, Taiwan, Vietnam)

Jack Daniel's (Australia, Indonesia, New Zealand)

Johnnie Walker (India, Korea, Philippines, New Zealand)

Martell (Singapore)

Sapporo (Japan)

Wuliangye (China)

(Source: Campaign India)