At Vinexpo Asia 2025 in Singapore, Matt Johns of The Pōkeno Whisky, a premium New Zealand single malt whisky brand, shared his thoughts on entering and expanding across Asia. It was the company’s first appearance at Vinexpo Singapore, and Johns expressed a mix of cautious optimism and realism.
“We’re pretty new to the Asian market,” said Johns. “We’ve done some work in Hong Kong, and now we’re extending into Singapore, Japan, Malaysia, and China. This is a very important region for us moving forward.”
While Asia offers exciting opportunities, Johns acknowledged the challenges that come with it. “The market is tough at the moment—globally, the economy is going through a difficult cycle. But these things are cyclical, and we believe stability will return.”
From New Zealand to the World
The Pōkeno Whisky, based in New Zealand, is steadily making its mark internationally. “Today, 65% of our production is exported through distribution partners. Our domestic market accounts for about 35%,” Johns noted.
With a presence in 30 countries, the brand is now focussed on deepening its foothold in Asia, one market at a time. “We’re not looking for quick wins. We want to build relationships and grow sustainably in this region.”
India: A Complex Yet Promising Market
When asked about India, Johns didn’t shy away from addressing the complexities. “India is a challenging market. It’s not one country—it’s 27 different countries, each with its own rules, duties, and distribution networks. It’s not easy to enter, but it’s certainly one we’re watching carefully.”
Slow and Steady Strategy
Despite current global headwinds, Johns remains upbeat. “We’re here for the long game. The consumer base in Asia is becoming more curious and open to discovering new world whiskies like ours. Events like Vinexpo Asia give us a great platform to introduce The Pōkeno story.”
As the whisky world grows beyond its traditional strongholds, The Pōkeno Whisky’s distinct New Zealand provenance, paired with a thoughtful approach to global markets, is positioning it as a brand to watch in Southeast Asia and beyond.