Tanduay is tapping into a tradition that dates as far back as the 14th Century BC with a pair of Chinese New Year cocktails to usher in luck and prosperity for the year ahead. 2022 marks the Year of the Tiger and to kick off the celebrations, the brand crafted two cocktail recipes to support Lunar New Year festivities.
Based on the tradition that certain dishes prepared with intention bring good luck, there are two cocktails that can be created with Tanduay Asian Rum Silver and Gold. The first, Asian Persuasion, calls for Tanduay Asian Rum Silver, plus pineapple and cranberry juice, as well as lime peel and cherry for garnishing. Golden Daquiri is made with both Tanduay Asian Rum Silver and Gold, as well as lime juice and brown sugar syrup.
What Makes This Trend Stand Out
- Chinese New Year Cocktails
- Tanduay created Lunar New Year cocktails to tap into a cultural celebration and usher in luck and prosperity.
- Intentional Ingredients
- Using specific ingredients to bring good luck is a growing trend in the food and beverage industry.
- Rum-based Beverages
- Rum-based cocktails provide a unique and flavorful alternative to traditional Lunar New Year celebratory drinks.
Sectors Adopting This
- Alcoholic Beverages
- The alcoholic beverage industry can innovate by creating culturally appropriate and trend-driven drinks for holidays and celebrations.
- Food and Beverage
- Introducing intentional ingredients in food and beverage can provide a unique experience for consumers and differentiate brands.
- Cultural Celebrations
- Brands can tap into cultural celebrations to create marketing campaigns and products that resonate with diverse audiences.
