Telford picks new media agency for new alcoholic sub-brand

Hong Kong-based beverage conglomerate Telford International has tapped PHD Hong Kong to handle the media duties for its new sub-brand Kowloon Alcohol Unlimited (九龍醺店). Launched in May, the new brand's products are now available at Circle K stores across the city.

Originating from Hong Kong, the new brand combines tradition and innovation to inject excitement into everyday moments. It is committed to creating a unique and high-quality drinking experience designed for social enjoyment, spontaneous, fun and unforgettable memories.  

In a conversation with MARKETING-INTERACTIVE, Candy Yip, general manager, beer division, Telford, said post-pandemic, the company observed a general decline in consumption across the F&B sector, she said. However, ready-to-drink (RTD) cocktails from Korea and Japan defied this trend, experiencing strong double-digit growth.  

“This shift highlighted a significant market opportunity - the potential to launch a homegrown tea-inspired alcoholic beverage brand produced in Hong Kong, tailored to local tastes while capitalising on the growing demand for convenient, high-quality RTD options." 

Yip said the company aims to build brand awareness among Gen Z audience, aiming to connect with younger consumers through targeted marketing strategies, digital engagement, and culturally relevant messaging. 

The company picked PHD Hong Kong back in March due to its exceptional integrated media solutions, and the brand was impressed by their previous advertising content on various media channels for new products. 

Under the long-term partnership, PHD is responsible for media buying and planning duties for the brand, as well as social media execution, said Yip.  

Samuel Ho, general manager of PHD, “We are excited to collaborate with Telford International on the launch of Kowloon Alcohol Unlimited. Our focus will be on creating innovative media strategies that resonate with the Gen Z audience, ensuring that the brand stands out in a competitive market. Together, we aim to redefine the drinking experience for a new generation."

Established in 1982, Telford International has been striving to meet the growing demand for beverage products in Hong Kong. Since 2002, it has expanded our sales network into mainland China through establishing Shenzhen Telford Trading Company, with the setup of its Shanghai headquarters in 2007 with the establishment of Telford Wine and Spirits.

Telford has long been developing in-house brands and was the first to market Tao Ti natural-brew ready-to-drink beverages in Hong Kong in 1996. Leveraging on the success, it started to build Meko brand from 1998 to offer soft beverages in addition to tea beverages.

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