Selling gin to the British may seem as improbable as peddling ice to a penguin, yet it’s a challenge Hong Kong-based gin brand Perfume Trees is relishing.
Determined to captivate London’s discerning bargoers, the brand distils its spirit with botanical aromas and flavours that evoke the rich tapestry of Hong Kong’s history and cuisine.
This distinctive approach has earned Perfume Trees a loyal following of tipplers who crave authentic stories and one-of-a-kind drinks in an increasingly competitive market.
The brand’s Co-Founder and chief creative force Kit Cheung conceived the idea of launching a premium spirit after working in the bar scene in Hong Kong and Europe for over 20 years, including setting up his own bartending school in Hong Kong.
He noticed the increasing demand for authentic, curated liquor experiences — a trend that is reshaping the industry in profound ways.
In such a market, products based on unique tastes and evocative stories, such as Perfume Trees Gin’s, have excelled, crafting a liquor that resonates with authenticity and cultural depth.
“Our dream was to create a product that captures the essence of Hong Kong,” says Mr Cheung, reflecting on the brand’s launch in 2020.
“Using gin as a blank canvas, we applied ‘paints’ and ‘brushstrokes’ in the form of traditional aromas and flavours to transport our customers to the sights and smells of the ‘fragrant harbour’ that is Hong Kong.”
Storytelling through spirits
Following extensive R&D, the team came up with the Perfume Trees concept – a harmonious blend of fragrance, flavour and design.
“We don’t just make gin,” explains Mr Cheung. “We craft a sensory experience rooted in place and memory, which resonates with guests and bartenders seeking unique sensory profiles that are both familiar and intriguing.”
The bottle design is a standout feature, showcasing an artistic arrangement of Chinese characters representing the drink’s ingredients – aged tangerine peel, white champaca flowers, green tea and more – elegantly shaped into a tree.
It’s a design that speaks as much to the eye as to the palate.
After winning a string of awards, including Gold at the World Gin Awards and Platinum at the SIP Awards, the beverage is now a top-shelf staple at prestigious bars, restaurants and venues across London, such as the Park Hyatt, 1 Hotel Mayfair and Hutong at The Shard.
Rather than relying on mass-market advertising or free sampling, the company’s marketing strategy centres on curated experiences and collaborations with mixologists and tastemakers who value craftsmanship and tell the brand’s story.
The Hong Kong Trade Development Council’s (HKTDC) London office has also played a vital role in supporting the brand’s expansion.
Through inviting the start-up to high-profile events, such as a Chinese New Year gala and business receptions, providing strategic advice and arranging introductions to distributors and multipliers, the HKTDC has championed the distiller’s pursuit of global opportunities.
Among the many ventures that have come their way, the company landed a bulk order for special edition sets used to promote Hong Kong as a tourist destination across Europe, thanks to an introduction from the HKTDC.
Crafting culture
Looking ahead, the team is focused on expanding into major cities and creating immersive brand experiences and bespoke menus for its trade clients.
Mr Cheung acknowledges the intensity of operating in one of the world’s most competitive nightlife markets.
“We are optimistic. The demand for niche, culturally connotative products is strong and, in a market saturated with generic options, we offer a memorable product that elevates both the menu and the guest experience.”
Moreover, as an East-meets-West hub for international cultural exchange, Hong Kong has plenty to offer today’s spirits connoisseurs thirsty for novelty.
“There is a worldwide renaissance in premium liquor underway. Hong Kong creators have the capability not just to participate, but to lead and innovate on a global stage,” he concludes.
The Hong Kong International Wine and Spirits Fair will be held at the Hong Kong Convention and Exhibition Centre from 6 to 8 November.
Among hundreds of wine and spirit producers from around the world, including Australia, France, Germany and Japan, the Fair will feature Hong Kong distributors, marketers and producers of spirits.