Ghost Hour spirit range launches in China

Ghost Hour Liquor (寅鬥烈酒 - Yín Dòu Liè Jiǔ) is rolling out nationwide across China, launching a four-spirit range designed specifically to shake up the country’s bar scene.

Distributed nationally via Telford Wine & Spirits, the lineup positions itself as a high-quality, high-value alternative to the imported brands that have long dominated China’s house-pour market.

By producing or bottling locally, Ghost Hour redirects supply chain savings directly into liquid quality and competitive pricing. While China’s broader alcohol market faces headwinds, white spirits are booming.

According to IWSR data, gin volumes in China jumped 20% in 2025, alongside double-digit growth for vodka and rum—fuelled by expanding cocktail culture, casual drinking, and growth in lower-tier cities. Despite this shift, most well spirits behind Chinese bars remain expensive imports. 

Meanwhile, the research also shows that 85% of high-income urban Chinese Gen Z adults surveyed had consumed alcohol, while globally Gen Z drinkers are more likely than any other generation to drink cocktails. They are also more selective about what, when and why they drink.

That shift is showing up in what China drinks. While the overall alcohol market contracted in 2025, gin, vodka, rum and other white spirits have emerged as pockets of growth - categories naturally suited to cocktails, nightlife and less formal drinking occasions.

It also raises another question: why should this new drinking culture still be served predominantly by brands created for previous generations - and often imported from overseas?

A spokesperson from the brand said: "Being a young brand - we need to be scrappy, which is why we lean on campaigns like the sticker campaign, and leaning on our longstanding networks built through our other brand, Peddlers Gin which has been opperating successfully in China for almost a decade." 

“China imports millions of bottles of house-pour products. That never made much sense to us, particularly as we see the rise in quality and acceptance of local products,” said Ghost Hour's head distiller and co-founder David Moo. “Bars need something reliable, well-priced and built for their needs. Ghost Hour is that bottle - local, consistent and designed for high-volume service.”

The brand spent over two years refining its setup. Ghost Hour’s vodka and gin are produced entirely in China, while its bespoke rum and tequila are sourced from partner distilleries in Jamaica and Mexico before being blended and bottled locally.

“In line with our goal of providing high-quality spirits, we have partnered with distilleries in Jamaica and Mexico to develop the highest possible quality rums and tequilas for Chinese bartenders,” said Ghost Hour's co-founder Fergus Woodward.

By bottling domestically, Ghost Hour slashes costs by 20% or more compared to imported competitors. The result isn't a prestige bottle meant for the top shelf—it is built for the speed rail: approachable, consistent, and high-performing in cocktails.

The brand's identity reflects the industry it serves. Its name draws from 寅时 (Yín Shí, the Tiger Hour)—the traditional Chinese time block from 3am to 5am. It marks the shift when service ends, bartenders step off the clock, and late-night culture takes over. Anchored by its tagline, "Good spirits come out at night", Ghost Hour puts hospitality workers and late-night culture at the heart of its story.

Elevate your brand with cutting-edge AI, emerging tech, and data-driven experiences. Join 200+ marketing leaders at Digital Marketing Asia HK 2026 on 27–28 October to uncover game-changing trends, proven playbooks, and the bold strategies shaping the future of marketing.

Related articles:

Changi Airport hands Lotte Duty Free 6-year contract for liquor and tobacco
DFS Group and Changi Airport end 40-year liquor and tobacco relationship