SINGAPORE, Sept 15 — If you’ve ever found yourself craving a stiff drink to end the evening but think opening another bottle of wine a little too excessive, you are not alone.
In fact, it was this exact pickle that Alan Wong found himself in more than a few years ago that inspired the veteran in the drinks industry to create a completely new product for an already saturated market.
“For the past six years, the last three in earnest, I have been working to create a new digestif; it is so different a spirit that there is no description for it, so we are obliged to describe it firstly as a digestif, and then a brandy,” explained the 62-year-old managing director of Richfield Brands & Services, which also specialises in the importing and distribution of a wide selection of distinctive wines.
Dubbed the Five X.P. to reflect its novel claim as the world’s first “extra pure” brandy, it is made solely from the noble Riesling grape from Germany, as opposed to the typical French variety used to make brandy — the ugni blanc. Equally unique is the fact that it is a product that was conceptualised in Singapore. Produced in Germany using an innovative vacuum distillation process that preserves the integrity of the fruits’ aromatics and flavours, the drink is matured in oak barrels for an optimum period of six years to achieve a smooth, subtle finish of oak and ripe prunes lifted by honeyed aromas.
So what are the advantages of positioning it as a locally conceived product? “Firstly, it has the advantage of being true,” Wong said. “Secondly, we created Five X.P. in the spirit of Singaporean innovation. We do not have any natural resources and have always relied on living by our wits.
“I believe we have been able to re-invent a traditional category, brandy, by re-looking at all its components and processes. Thirdly, we were also fortunate to receive support from IE Singapore, in the form of a grant, to develop the brand.”
But Wong stressed that the product is all about getting the basics right, which include good ingredients, the best technology, artistry, patience and persistence. The result is a golden hue that is achieved without the addition of sugar or caramel. And even at 38 per cent ABV (alcohol by volume), it boasts a pleasant warmth on the palate without the anticipated harshness. This makes it an ideal after-dinner drink, he said, best served in a white wine glass at room temperature without water or soda.
Launched end-August, its first run, Wong shared, is 10,000 bottles, which he said are destined for key markets in Asia, including Japan, South Korea, Taiwan and Hong Kong, and Singapore. In fact, any sophisticated Asian market that is home to connoisseurs who trust their own palates and the word of mouth of fellow connoisseurs and, thus, are willing to try new, interesting, high quality drinks, is, in his mind, a key market. “We have been told that this category is a tough sell but we hope to get people to look beyond that and to enjoy Five X.P. as a completely new category,” he mused. He did concede that he remains unsure about the competitiveness of its S$300 (RM909.60) per 500ml bottle price tag. “We have had good feedback and encouragement in the course of our taste tests and market research, so we are quietly confident.”
The Five X.P. is currently only available by calling 6764 9463 or writing in to [email protected] to place an order. ― TODAY
