Luxury Spirits Market Research in Asia: How Human Insights Shaped a Tequila Brand's APAC Strategy
When a British multinational beverage company wanted to boost luxury tequila sales across Asia Pacific, they faced a challenge that spreadsheets alone couldn't solve. With the APAC tequila market growing at 10.2% annually and premium spirits consumption surging across China, South Korea, and Australia, the opportunity was clear. What wasn't clear was how to connect with affluent consumers who had little cultural connection to agave-based spirits.
That's where MindMarket came in. Working alongside a leading insights agency, we designed and delivered a comprehensive multi-market research programme combining consumer focus groups, observational shop-alongs, and expert interviews with bartenders and mixologists. The result? A rich, human-centred understanding of luxury drinking culture across five APAC markets — and a clear roadmap for brand growth.
The Challenge: Understanding Luxury Drinkers Across Diverse Cultures
Asia Pacific now holds over 42% of the global spirits market share, making it the world's most significant region for premium alcohol brands. Yet breaking into this market with a foreign spirit like tequila requires more than distribution deals and advertising spend.
The client needed answers to fundamental questions. Why do affluent consumers in Shanghai choose certain drinks over others? What role do bartenders play in shaping preferences in Seoul's high-end venues? How does the Australian luxury nightlife experience differ from its Asian counterparts? And crucially — what would it take to make tequila feel aspirational and relevant in markets dominated by whisky, cognac, and local spirits?
These aren't questions you answer with surveys. They require human-first qualitative research — the kind that listens deeply, observes behaviour in context, and captures the cultural nuances that drive real purchasing decisions.
Phase One: Consumer Research with Focus Groups and Shop-Alongs
We began where great insights always begin: with real people in real settings.
Our teams in Shanghai, Sydney, and Seoul recruited participants who regularly spend above average on luxury drinks in high-end venues — bars, restaurants, and nightclubs where premium spirits compete for attention. These weren't casual drinkers; they were the aspirational consumers whose choices influence trends and whose preferences matter most for luxury brand positioning.
Focus Groups That Went Beyond Surface Opinions
We facilitated two focus groups per market, each led by experienced local moderators who understood the cultural context intimately. The conversations explored drinking rituals, brand perceptions, and the emotional drivers behind luxury beverage choices.
What emerged was far richer than we anticipated. Participants in Shanghai suggested that tequila could gain credibility through co-hosting events with luxury fashion brands — a strategy that would align the spirit with existing aspirational lifestyles. In Seoul, consumers expressed curiosity about tequila's artisanal production process, suggesting that educational initiatives could help overcome unfamiliarity. Australian participants, meanwhile, highlighted the growing cocktail culture as an entry point, with the Margarita and Paloma serving as accessible gateways to premium tequila appreciation.
These weren't insights you'd find in a market report. They were human stories that revealed genuine opportunities.
Shop-Alongs in Luxury Nightclubs
To complement the focus groups, our expert fieldworkers conducted shop-alongs with five respondents in each market. These observational studies took us inside luxury nightclubs and high-end bars, where we watched how drinks are selected, ordered, and consumed in real social contexts.
This methodology revealed behavioural patterns that consumers themselves might not articulate. We observed how venue ambience influences spirit choice, how peer dynamics shape ordering decisions, and how bartender recommendations carry significant weight in unfamiliar categories. The shop-alongs confirmed something critical: in luxury venues across APAC, the on-premise experience is where brand perceptions are formed — and where tequila had the greatest opportunity to make an impression.
This dual-method approach offered a comprehensive view of the decision-making process for luxury beverages, exactly what the client needed to inform their marketing strategies.
Phase Two: Online Interviews with Industry Experts
Consumer insights tell you what people want. Expert insights tell you how to deliver it.
The second phase involved in-depth online interviews with bartenders and mixologists from high-end venues across China, Singapore, South Korea, Indonesia, and Australia. These professionals sit at the intersection of brand strategy and consumer experience — they're the ones recommending drinks, crafting cocktails, and shaping how spirits are perceived in premium settings.
Research consistently shows that over half of consumers enjoy being educated about drinks by knowledgeable bartenders. Our interviews explored what these influencers actually think about tequila compared to other premium spirits, what barriers they perceive to recommending it, and what would make them more likely to feature it prominently.
The findings were illuminating. Many bartenders saw tequila as underrepresented on their menus, not because of consumer resistance, but because of limited training and brand support. They wanted better education about production methods, food pairing suggestions, and signature cocktail recipes that would work for their specific clientele. Several mentioned that premium tequila brands could gain ground by investing in bartender advocacy programmes — a strategy already proving successful for whisky and gin brands in the region.
By understanding trends, client preferences, and local customs from those at the forefront of the industry, the client gained invaluable data to complement the consumer insights from phase one.
Our Approach: Comprehensive Research with a Single Point of Contact
Managing qualitative research across five countries and two distinct phases requires more than good methodology — it requires seamless coordination.
MindMarket developed detailed screeners in close collaboration with our clients, ensuring we recruited participants who genuinely represented the target audience. We provided translation and transcription services throughout, maintaining accuracy and cultural relevance across languages and contexts.
Our local researchers and moderators played a pivotal role in extracting rich, actionable insights. They understood the subtle cultural dynamics that shape how people discuss alcohol, status, and social experiences in their markets. And our Senior Project Manager, Nydia, served as the client's single point of contact across the entire APAC region — simplifying communication, ensuring consistency, and delivering a cohesive research programme without the complexity of managing multiple vendors.
This is what we mean by brilliantly simple. Complex global studies, made straightforward.
The Impact: Strategic Insights for Market Growth
The combination of consumer and expert research painted a detailed picture of the luxury tequila opportunity in APAC.
The client walked away with more than data. They received clear strategies for positioning tequila as an aspirational choice in markets where it had previously been overlooked. They understood which occasions and venues offered the greatest potential. They knew how to engage bartenders as brand advocates and how to educate consumers without patronising them. And they had the cultural intelligence to adapt their approach for each market — because what works in Sydney won't necessarily resonate in Seoul.
From understanding consumer behaviour in high-end venues to leveraging expert knowledge from the bartenders who influence purchasing decisions every night, the client is now equipped with a robust strategy to elevate their brand and drive sales growth across this diverse and dynamic region.
This project showcased MindMarket's ability to manage and execute complex, multi-market research initiatives, delivering high-quality insights that empower clients to make informed strategic decisions.
Frequently Asked Questions
How do you research luxury alcohol consumers in Asia Pacific?
We combine qualitative methodologies including focus groups, shop-along observations, and in-depth interviews to understand consumer behaviour in context. Our local teams recruit participants who genuinely represent the target audience — in this case, affluent consumers who regularly spend on premium drinks in high-end venues across China, South Korea, Australia, and beyond.
Why conduct bartender interviews for spirits market research?
Bartenders and mixologists are powerful influencers in the on-premise channel. Research shows that over half of consumers enjoy being educated about drinks by knowledgeable bar staff. Understanding what these professionals think about your brand — and what support they need to recommend it confidently — is essential for any premium spirits strategy.
How long does multi-market beverage research typically take?
Timelines vary based on scope, but a comprehensive programme like this one — covering five markets with multiple methodologies — typically takes 8–12 weeks from kick-off to final deliverables. We work closely with clients to establish realistic timelines that balance thoroughness with commercial deadlines.
What makes MindMarket different from larger research agencies?
We combine global reach with a human-first approach. While large agencies often deliver data, we deliver understanding — cultural nuance, authentic consumer voices, and actionable insights that feel real because they come from real people. And with a single point of contact coordinating everything, there's none of the complexity that often comes with international research programmes.
Which APAC markets are most promising for premium tequila brands?
China, Australia, and South Korea are currently showing the strongest growth potential, driven by rising disposable incomes, expanding cocktail culture, and increasing curiosity about international spirits. However, success in each market requires a tailored approach that respects local drinking customs and cultural context.
How do you ensure quality across multiple international markets?
Quality starts with local expertise. We work with experienced moderators and recruiters in each market who understand the cultural nuances that affect how people discuss alcohol and lifestyle choices. Rigorous screeners, consistent methodologies, and centralised project management ensure that insights are comparable across markets while remaining culturally authentic.
Ready to understand your consumers across Asia Pacific?
