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T T

From the perspective of the

consumer, since I’ve chosen

to consume for the sake of
drinking, it has to feel like the

alcohol is there.

Junwei Huang
Founder of WeDrink, a brand serves light-al-
coholic tea drinks in China.
decorations, aims to create an alterna-
tive ‘unorthodox’ channel for consum-
ers to drink alcohol on a daily basis.
They seek to get more people to
relax by drinking cocktail drinks
But it doesn’t prevent him from and even fermented rice made using during the day, which is the state called
understanding the way these leading traditional techniques that they incor- ‘tipsy’. “Our understanding of ‘tipsy’ is
tea brands mask alcohol in their spe- porate into their tea drinks. Also, that it’s the best state to be in when
cials. “If the feeling of alcohol is too WeDrink has opened its doors to you’re drinking,” said Huang, “When
strong, consumers will be somewhat non-drinkers by introducing new-style people are in the most comfortable
repulsed accordingly.” Thus, Huang tea drinks, such as milk-cap tea and fresh state of being tipsy, alcohol can bring
began to develop the “more of a booze fruit tea. They use fresh buttermilk, everyone a pleasant mood, and that’s
flavor, but less alcohol” beverage. His which is rare in the market, taro balls in what we expect the brand to bring to
first creation, which is Deep Orange the shape of a magic cube, and the the consumers.”
Vodka, followed the same approach as unique brewing techniques in Jiangnan The working people choose to
the Screwdriver, reducing the alcohol- (an area in South China) to enhance the have a daytime tipple for one simple
ic feel and adding orange juice to high- memory of their products. reason - to get excited. They consume
light the fresh fruit flavor for a new alcohol to get relaxed or inspired, and
special taste. Less Drunk, More Like Tipsy to be able to handle their work more
Spring Lychee Spirits, a light al- sober. This is the prerequisite for their
coholic drink with the addition of “My initial niche for WeDrink was consumption, and is also fundamental
full-bodied liquor and spirits (Baijiu, a the takeaway cocktail,” Huang recalls. to WeDrink’s development of drinks.
traditional Chinese liquor), is a person- Among the Chinese general public’s In WeDrink’s menu of alcoholic bever-
al favorite of Huang. Like most people, views, the cocktail scene is mostly a ages, consumers can choose the scale takeaways, has met many ‘companions’ Tea and Drinks Going into
the strong taste and sensation of the nighttime bar or a quiet bar in a nar- of alcohol: tipsy or boozy, with the during the current pandemic. Shanghai Art Exhibitions and Gyms
liquor and spirits made him uncomfort- row lane after dusk, requiring a spe- difference being the alcohol level, cocktail bars, led by Speak Low, are
able at first taste, and he would not take cific and fixed drinking space. Com- strength and proportion of alcohol keen to launch on takeaway platforms, It’s not uncommon for tea drinks
another single sip of it. But once it is pared to the liquor and spirits and used. With women as the target group, picking out a few cocktails suitable for to collaborate with other industries,
mixed with the Ever Spring tea, which yellow rice wine on traditional Chi- they have designed a variety of drinks takeaway and starting their online busi- and it’s not surprising for tea drink
has the effect of relieving alcoholic nese dinner tables, red wine and white using Baileys and sparkling wine, and ness. In response, Huang described, “If shops to appear at various life festivals,
feelings, and once the lychee is used to wine in Western restaurants, as well as other low-degree alcohols, which are it’s exclusively a cocktail takeaway, it so the same is true of WeDrink. In the
blend the pleasant sweetness, he has crates of ice-cold beers in the late-night smooth and easy to taste in the mouth. might lower consumers’ original pur- 2019 Shanghai Wine and Dine Festival,
embraced this tea with the aroma of the snack booths, the domestic cocktail “We wanted to be on a more popular chasing desire, because people are Huang set out with four drinks, bringing
liquor and spirits. consumer group is mainly female, and taste benchmark, but with a dose of looking to experience the bar vibes. So different combinations of Kahlúa, Caip-
In addition to the unique liquor it has developed a series of consider- aftertaste when you drink it.” we define ourselves as selling different irinha lime liqueur, gin and mango co-
and spirits, WeDrink’s menu features ations about the environment and the As one of the first to break the kinds of drinks, instead of selling a glass conut liqueur, reaping many favorites
more than a dozen alcoholic categories aesthetics. WeDrink, with its stall lay- boundaries between tea and alcohol, of alcohol to the consumer, we bring with his slogan and brand philosophy
such as rice wine, rum, vodka, red wine, out and the ambient neon lighting WeDrink, which mainly features on you drinks that contain alcohol.” of ‘more alcohol, less serious’.

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