The new face of luxury alcohol in Southeast Asia

Alice Dall

The Southeast Asian spirits scene is undergoing a metamorphosis as it shifts towards celebrating local heritage and traditions, and there are key lessons that brands can learn, says Design Bridge’s Alice Dall.

Iwak Arumery is a new drinks brand from Bali which draws inspiration from arak jung, a herbal liqueur recipe that traces its lineage back centuries, diligently preserved by Brahmin priests in Bali. The founder, Ayu Puspa Eny, was born into an illustrious Brahmin family and destined for a life of contemplation and prayer. But she chose a different path, one of adventure and exploration, traversing the globe, collecting influences and techniques along the way.

Upon returning to Bali, she encountered a rich, intricate, yet underappreciated culinary tradition. Driven by her passion, she embarked on a mission, fusing traditional distillation methods...

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