A new name is entering the UK drinks market with the launch of ASUKI, a Japanese-inspired liqueur designed to elevate the at-home aperitivo moment.
Developed by leading independent drinks company, Global Brands, ASUKI has been created to meet growing consumer demand for Asian flavour cues, lower ABV serves, and premium drinking occasions. As shoppers increasingly recreate bar-quality serves at home, ASUKI delivers both flavour discovery and simplicity in one distinctive bottle.
Launching with two 17% ABV variants, Yuzu Citrus and Cherry Blossom, ASUKI is rooted in a philosophy of calm modernity, with the range connecting diverse Asian flavour inspirations while maintaining clarity, restraint, and harmony. Designed to bring the essence of spring to every sip, ASUKI offers retailers a contemporary, premium addition to the growing spritz and sessionable spirits category.
ASUKI Yuzu Citrus delivers bright, lifted citrus with a sharp contemporary edge, bringing energy and freshness to spritz and long serves. Meanwhile ASUKI Cherry Blossom offers soft floral notes and delicate sweetness, lending serenity and elegance to highballs and martini-styled cocktails. Both variants are crafted for versatility, making them ideal for simple two to three ingredient serves that consumers can easily replicate at home. Perfect for warmer months and social gatherings, ASUKI is positioned as a modern alternative to established aperitivo brands, tapping into the continued premiumisation of the category.
ASUKI launches at a pivotal time for the category, as consumers continue to explore new flavour experiences and experiment with cocktail creation at home. Asian flavours in the UK are reported to be worth £14.6m and growing at +26.6%*, with yuzu regularly cited as a next-wave growth driver across FMCG innovation. Meanwhile, low ABV liqueurs (+1%) are outperforming higher ABV counterparts (-4%)*, reflecting increase demand for flavour-led drinks that deliver quality without excess strength.
The design and packaging have also been developed to maximise shelf standout in premium retail environments. ASUKI’s frosted glass bottle design combines delicacy with presence; a subtle ridge defines the silhouette while a gently sweeping neckline supports a clean confident pour. Ribs around the base echo the raked gravel patterns of traditional Japanese dry gardens, while swallows and blossoms drift across the bottle on the harukaze – the Japanese wind of spring symbolizing renewal and warmth. The result is a bottle that tells a story on shelf, driving visual appeal and gifting potential.
Craig Chapman, Head of Brand at Global Brands commented: “Consumer are actively seeking new experiences at home, and we’re seeing the influence of Asia extend beyond flavour into wider culture, design and lifestyle, shaping what shoppers are looking for on shelf. With ASUKI, we identified a clear opportunity for a culturally inspired, design-led liqueur that feels premium yet accessible.
“Low ABV liqueurs are outperforming higher strength alternatives, reflecting growing demand for drinks that deliver on flavour and quality without excess strength. At the same time, the spritz occasion is now firmly established in the home, and ASUKI gives retailers a culturally relevant, designed-led proposition that taps into Asian flavour momentum. It offers shoppers a modern, balanced alternative suited to a range of at-home drinking occasions.”
Jonathan Chadwick, Head of Creative at Clay Creative, who helped to develop the brand, added: “From day one, our ambition with ASUKI was to create a bottle that feels as refined and balanced as the liquid itself. The frosted glass, gentle ridge, and the sweeping neckline are all designed to create a sense of calm movement and modern elegance, while also ensuring strong shelf presence. It’s a bottle designed not just to be poured, but to be displayed and gifted.”
ASUKI launches this March with Yuzu Citrus and Cherry blossom variants at 17% ABV / RRP £18.
For listing enquires, please contact enquiries@globalbrands.co.uk
* CGA, P08 2025
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