From Moutai to Choya, global brands are launching their own bars in Singapore

In September, Japanese plum liqueur brand Choya opened its third Choya Ginza Bar at Singapore’s Millenia Walk, following launches in Tokyo and Hong Kong.

The intimate, mood-lit venue centres on a six-seat bar counter, where guests can enjoy Singapore-exclusive cocktails and ume-inspired dishes, including grilled chicken skewers with an ume sherry glaze.  

Baijiu maker Kweichow Moutai is also set to launch its gallery-style experiential centre at Fullerton Waterboat House later this month. The three-storey space will showcase annual vintages dating back to 1965, more than 300 exclusive Kweichow Moutai labels, and rare bottles valued at up to S$1 million. 

Together, Choya and Moutai have joined Japanese whisky brand Barrel Story of Hibiki in a growing wave of international drink brands with their own dedicated bars in Singapore.

No longer content with competing for space on crowded backbars, drink houses are creating their own spaces to tell their stories. Going beyond traditional tasting rooms, these immersive destinations bring together exclusive cocktails, curated dining experiences and brand storytelling.  

With beer dominating Singapore’s alcoholic drinks market, spirit brands are turning to immersive hospitality concepts to carve out a bigger share of the market, transforming traditional tastings into memorable experiences that deepen consumer engagement. 

Managing director of Moutai House Shi Yun Ding believes that both residents and visitors in Singapore are culturally curious, well-travelled and open to discovering new dining and drinking experiences.  

“Within the experiential centre, elements that are normally difficult to explain – such as Moutai’s raw materials, production cycle, aroma profile and ageing process – will be translated through sight, scent, touch and taste,” he says. 

Single malt icon The Macallan first blazed a trail in 2023, with an experiential boutique at Raffles Hotel offering rare whiskies by the dram and classic cocktails at the bar. 

Designed by internationally award-winning architect Jamie Fobert, The Macallan House invited whisky lovers to discover the mastery and craftsmanship of the Scotch giant, alongside bespoke artwork by Singaporean artists. 

Building on this growing appetite for immersive brand experiences, Japanese whisky giant House of Suntory marked a global milestone in Singapore late last year with Barrel Story of Hibiki, the first Hibiki-led concept restaurant to open outside of Japan.  

Helmed by acclaimed chef Sho Naganuma, the elegant wood-clad venue offers a full-fledged izakaya dining experience, pairing wood-fired cooking with one of the most extensive collections of Suntory whiskies in Asia.  

Explaining why the Lion City has become a magnet for brand-led hospitality concepts, Sho says, “There’s a strong appreciation and respect for Japanese food, culture and craftsmanship, which makes Singapore a natural market for introducing Japanese concepts and creating deeper brand experiences.”

Brands also see the country as a strong testing ground. “From a business perspective, Singapore is a compact yet highly connected market with strong purchasing power and influence,” he adds. 

“When a new concept is introduced, awareness and word of mouth can spread relatively quickly, making it an attractive place for brands to establish and communicate their identity.” 

Beyond market potential, these dedicated spaces also give brands greater freedom to showcase the craftsmanship and nuances of their products. It’s a sentiment shared by Edison Ong, director of Letat Agencies, Choya’s distributor in Singapore. 

“Our space is designed to bring guests closer to the craft,” he says. “With more than a dozen expressions of Choya behind the bar, our tasting flights let guests explore the range side by side, from the Single Year to the French Oak 2016 and Gold Edition, and taste how time, fruit and technique shape each one.”  

While a cocktail menu centred on umeshu might seem limiting or repetitive, bartender Carol Goh found Choya to be surprisingly versatile. 

“Apart from its sweet and fruity profile, it can also be sour, savoury, aromatic and deep. In the cocktail Ko Bai, shiso brings out its fresh, herbal side,” she says. 

In the Singapore-exclusive Matcha Ume Sour, matcha lends an earthy, bittersweet edge, while The Choya Okudaru, another local exclusive, combines Choya French Oak with bourbon and shoyu for a rich, savoury twist. 

The locally developed food menu draws inspiration from different culinary traditions, says Edison. “The kitchen pairs ume with a Spanish romesco and folds an ume béchamel into a classic Italian lasagna.” 

Even the beef short rib bowl, Edison’s personal favourite, features beef braised in Choya, which he says “lifts the richness of the beef”. But does the plum liqueur work as a culinary ingredient? Edison is confident it does.  

“Our kitchen works with both Choya and the ume fruit itself. Choya lends depth to our glazes, braises, broths and gels, while ume brings brightness through umeboshi, ume aioli and ume furikake, and more,” he explains. 

At Moutai, the food and beverage selection is helmed by partners Imperial Treasure, a Michelin-starred Chinese restaurant, and Nutmeg Collective, an award-winning bar group. 

Together, they’ve created a 45-seat, fine-dining Chinese restaurant dishing out Guizhou and Huaiyang cuisines, and Sohaus, a rooftop bar serving Moutai-inspired cocktails. During the day, the bar doubles as a café, offering alcoholic coffee creations and treats such as Kweichow Moutai-infused ice cream. 

Henan native Yun Ding explains what sets the new opening apart: “Moutai has established cultural experience centres in several cities across mainland China, as well as in Macau. However, Moutai House Singapore is the first project of its kind to bring brand discovery, collecting, retail, fine dining and a destination cocktail bar together under one roof.” 

The opening also highlights Singapore’s role as a testing ground for legacy drink brands looking to expand their experiential offerings internationally. For Moutai, it could mark the beginning of a wider roll out. 

“Singapore is the starting point, and further locations will be announced by Moutai when appropriate,” he says. 

By building experiential worlds, these storied companies are taking charge of the narrative – curating everything from menus to aesthetics to atmosphere, and inviting guests to discover their products in an all-new context.