The three-day event, which takes place at the Hong Kong Convention & Exhibition Centre, will see Milestone showcase its range of whiskies, wines and partner brands. Its stand, located at G007 in Hall 1, will showcase their own Onikishi Japanese whisky and Stateless American whiskey brands, alongside their Taisteal Scotch whisky and Mixology premix cocktails, Blowfish Australian and Atilius Italian wine portfolios. Together with key partners Levecke Wine, Beers and Spirits and Endless West, they offer a wide range of bottle beverages, bulk spirits and brand development opportunities.
The last 18 months has seen a rapid expansion of distribution for Onikishi, thanks to Milestone creating its own route to market in Europe and strategic partnerships in the global travel retail channel. Late last year, the company unveiled Deadly Sakura, the second expression in the portfolio, matured in cherry blossom casks.
“The irony behind Japanese whisky is that when it first grew and skyrocketed in price, it probably left behind the vast majority of consumers of Japanese pop culture,” says Milestone’s co-founder Damith Weerakoon. “We believe Onikishi fills that vacuum where many newer inexpensive blends only look at price, Onikishi offers both an accessible experience, a connection to culture and the promise of more to come.”
Stateless American whiskeys debuted in late 2023. Stateless is crafted using a blend of traditionally made spirits, which are then finished in a laboratory where key characteristics can be fine-tuned, with consistent quality in each batch. Molecular technology allows producers to control each aspect of the flavour profile, from the smoky and woody notes to the fruit, vanilla and spices.
Stateless kicks off with an odd couple, a classic Kentucky-based blended bourbon whisky and a banana-flavoured whiskey, both at 40% ABV, launching in Hong Kong and London earlier this year.
“We’re not just creating a new line of whiskies,” Weerakoon says, “we’re taking the traditional, the non-traditional, the circus ‘freaks’ and the classic entertainers, all the diverse ingredients and processes to pay homage to tradition while pushing the boundaries of what’s possible with modern science. This is where tradition meets innovation.”
Another consumer trend that Milestone has got covered is the growing appetite for premix cocktails. Since acquiring a 50% stake in Australia’s The Mixology Co a year ago, the namesake brand is growing with listings in Hong Kong with key players like Dairy Farm.
The range, which includes Espresso Martini, Old Fashioned, Cosmopolitan and Margarita, is available in both 20cl and 37.5cl ‘sharing’ bottles.
“Our mission is to create, build and even spin-off scalable and viral brands, growing them and our customer bases organically through innovation, relationships and guerrilla tactics where needed,” says Weerakoon. “We were too late into the RTD game to build our own brand, but Mixology presented the right fit at the right time.”
“Through Vinexpo, we would be looking to deepen our relationships in Asia and Europe with our recent appointments of Leon Ashford for EMEA and John Docherty for HK and beyond” founder Joe Milner says. “We are making inroads in the Middle East, North Africa and North America, but are still keen to find presentation in South America to complete our global map.”
Milestone Beverages is an independent brand builder, focused on incubation, innovation and insights since 2015.. Partners Joe Milner and Damith Weerakoon have leveraged their complementary entrepreneurial spirit and multinational experience to build Milestone Beverages into a powerhouse of independent, consumer-oriented brands created with purpose, passion and spirit. Cherry-picking quality liquids from prominent regions and suppliers across the world, Milestone Beverages celebrates consumers’ diverse tastes and pushes the market to new heights.
Contact [email protected] for more information. For distribution opportunities, please contact [email protected].
Milestone Beverages HK Limited, 25/F Arion Commercial Centre, 2-12 Queens Road West, Sheung Wan, Hong Kong
