Roku Gin Ambassador Andrew Pang Discusses the Future of Luxury Spirits

Luxury spirits expert Andrew Pang integrates Japanese craftsmanship with contemporary innovation, redefining luxury spirits in Southeast Asia.

Andrew Pang, Suntory Global Spirits Regional Brand Ambassador, S.E.A

In 2025, LUXUO will embark on a new chapter by intensifying its emphasis on its distinctive selling proposition: showcasing corporate executives and business entrepreneurs. LUXUO is pleased to unveil the LUXUO Lens series, highlighting visionary leaders as part of this transformation. In the debut edition, LUXUO interviews Andrew Pang, the Regional Brand Ambassador for Singapore and Southeast Asia at Suntory Global Spirits. The dialogue examines Suntory’s profound philosophy and Andrew’s aspiration to present Japanese gin to an international audience, epitomizing the commencement of a year focused on creating new opportunities while respecting enduring traditions.

Encountering LUXUO for a private interview at the Beam Suntory headquarters, located within the Porsche Asia Pacific offices at Singapore’s Guoco Midtown, the ambiance instantly radiates elegance. The office environment features walls displaying an impressive collection of luxury spirits, with bottles arranged on illuminated shelves in an artistic manner. A polished corridor directs to a fully stocked bar centrally located within the headquarters, exemplifying the brand’s dedication to hospitality and sophistication.

At the commencement of the conversation, Andrew Pang, the regional brand ambassador for the House of Suntory in Singapore and Southeast Asia, assumes the spotlight, fervently narrating the tale of Roku Gin. Roku Gin merges centuries-old Japanese tradition with contemporary elegance, establishing a distinctive presence in the premium spirits market. In contemplating his motivation to join the House of Suntory and promote Roku Gin, Andrew states, “Suntory’s blending philosophy truly captivated me.”

Andrew's passion for Japanese craftsmanship is evident as he explores the brand's idea of wa, a fundamental concept of balance and harmony between humans and nature that embodies the spirit of Roku Gin. He elucidates that the brand embodies monozukuri — refined Japanese workmanship — and omotenashi, the essence of genuine hospitality. “This philosophy transcends the ingredients of Roku Gin,” Andrew states. “Each Japanese botanical, including sakura blossoms and yuzu, is individually distilled to maintain its distinct character, culminating in a blend that is both purposeful and refined.”

Andrew's position as a brand ambassador transcends conventional promotion; it involves cultivating connections and sincerity. He emphasizes the significance of storytelling, a fundamental aspect of the House of Suntory’s philosophy. “It transcends mere specifications or flavors; it encompasses the sharing of the brand's history, culture, and craftsmanship,” he elucidates.

Andrew observes a transition in the luxury spirits sector towards increasingly personalized and immersive experiences. “Individuals seek more than mere sampling; they desire to acquire knowledge, establish connections, and engage in a memorable experience,” he states. Roku Gin consistently innovates through seminars and customized events while remaining faithful to its origins.

Regarding brand storytelling and personalized services, how does Roku Gin connect with consumers in Southeast Asia? Andrew posits that a fundamental synergy exists between Japanese and Southeast Asian civilizations, stemming from common culinary inspirations and a similar reverence for exquisite craftsmanship. “Roku Gin exemplifies this association through its superior quality and unique characteristics,” Andrew elucidates. In a potentially saturated market, Roku Gin distinguishes itself with a unique flavor profile. “Fundamentally, it is a gin; however, the prominent notes of sakura blossoms and sencha tea impart a distinctive character that astonishes and pleases,” he says.

Andrew Pang, Regional Brand Ambassador for Suntory Global Spirits in Southeast Asia

In the challenging realm of hospitality, sustaining composure among the bustle is essential. In addressing the sector's issues, Andrew remarked, “The rapid tempo of the industry poses a considerable obstacle.” Amidst concurrent events and perpetual innovation, achieving equilibrium is imperative. Roku Gin serves as a reminder to decelerate and fully engage with the present, a perspective I endeavor to integrate throughout my professional endeavors. For Andrew, Roku Gin acts as a subtle prompt to halt and savor the present. It involves finding tranquility amidst turmoil — akin to appreciating the pinnacle tastes of each season – a notion that profoundly connects with industry leaders.

LUXUO placed Andrew Pang in a challenging position by posing a series of impromptu, rapid-fire questions to which he had not been prepared. This is how he addressed the unforeseen inquiries.

Which individual would personify Roku Gin?

Andrew Pang: It would be an individual such as Lalisa Manobal from BLACKPINK. She embodies sophistication and playfulness, with a global allure that enchants everybody — akin to Roku Gin!

What would Roku Gin offer at a dinner party?

Andrew Pang: Fresh, seasonal produce – ingredients procured collaboratively with the visitors for an authentically immersive experience. It is fundamentally about commemorating the occasion and crafting a lasting memory.

What would be the consequence if Roku Gin were to be eliminated from the reality show?

Andrew Pang: Roku Gin would not perform favorably on Survivor.

What distinguishes Roku Gin from its competitors?

Andrew Pang: Roku Gin is a genuine gin characterized by juniper as its base, distinguished by prominent notes of sakura blossoms and sencha tea. These are enhanced by earthy tones such as sansho pepper, resulting in a balanced and nuanced flavor that is both recognizable and surprising. It is a gin that confronts perceptions and engenders unforgettable experiences.

What is the optimal time to consume Roku Gin?

Andrew Pang: The optimal moment to consume Roku Gin is when one is parched.

What is the optimal method for savoring Roku Gin?

Andrew Pang: I enjoy the simplicity of gin and soda water. The soda's neutral tone allows the gin's subtle flavors to emerge. A premium tonic is as effective—preferably one that is mild and not excessively sweet.

Ultimately, what is your interpretation of leadership?

Andrew Pang: Empathy is essential. In the aftermath of the epidemic, individuals are striving vigorously to compensate for lost time; nonetheless, it is crucial to acknowledge both physical and mental exhaustion. Harmonizing empathy with discipline enables effective leadership while fostering team support.