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Tang, distilled from green tea leaves, is Bacardi’s latest brand innovation; the launch is heavily aimed at the Chinese market | |
Bacardi has launched Tang, a new spirit distilled entirely from green tea leaves. Travel retail is the launch pad for the brand. DFS stores in Hong Kong have exclusivity for the launch period until May, after which it will be available through selected partner restaurants in China.
Bacardi described Tang as “a rare, contemporary spirit with a unique and robust taste profile that delivers a new drinking experience”.
Bacardi Global Travel Retail Managing Director Mike Birch said: “We’re excited to launch this exceptional innovation exclusively in travel retail. It is a perfect example of Bacardi’s strategic commitment to inspiring innovation ideas and a focus on travel retail as a key channel for innovation. Tang is a unique and contemporary development in new drinking experiences. We are confident that its initial launch is in great hands with DFS at Hong Kong International Airport.”
The brand name is inspired by the Tang dynasty, China’s first Golden Age of antiquity and the beginnings of the country’s appreciation for tea.
The distillation process behind Tang “marks a breakthrough in the world of spirits”, said Bacardi, with input from multiple scientists and experts from around the world.
Due to the composition of tea leaves and the absence of simple sugar, Bacardi developed a process that releases complex sugars from tea leaves and transforms them into a fermentable form, resulting in an “aromatic compound that forms the essence of the spirit”.
This is then concentrated and blended in different fractions by master blenders who retain “only the most pleasant and intense flavours”. The liquid is then combined with spring water from France to create what the brand owner claims is “a deliciously complex spirit that embodies and expresses the rich flavours of tea”.
With its distinctive aroma and tea flavour, Tang is said to be a suitable accompaniment to Chinese dishes. “The liquid can cut through grease and enhance the taste of Cantonese and fusion dishes that are light and flavorful,” said the company.
Bacardi Asia Pacific Innovation Director Matt Djokovic said: “With green tea forming the cornerstone of Tang, we believe we have created a unique product that tastes entirely new yet inspires a nostalgic familiarity that will intrigue the most discerning Chinese palate.
“Today, the types of spirits that can be enjoyed with food are fairly limited and Tang now brings a new, contemporary spirit option to enjoy during Chinese meals. We believe Tang is poised to deliver a contemporary drink experience that will satisfy consumer appetite for new and refined experiences in dining and other occasions.”
The Tang bottle is designed with a distinctive trapezoidal twist, and also features intricate etchings of tea leaf motifs inspired by the design of traditional Chinese tea caddies. The gold foiling on the bottle is said to echo the hues of green tea.
Tang is recommended to be consumed neat, at room temperature, without ice, but can be mixed with cocktails.
It is available in a 50cl bottle with a recommended sale price of HK$1,888 (around US$250).
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The brand is “a unique and contemporary development” in the market, says Mike Birch | |
