Red Sugar X Tjoget partnership brings new light to HK's cocktail landscape

Red Sugar, a cocktail bar at the Kerry Hotel, has collaborated with Tjoget, a bar in Sweden, to rejuvenate Hong Kong’s cocktail landscape with an exclusive Scandinavian-inspired cocktail menu.

This exclusive partnership represents an unprecedented fusion of Tjoget’s unbridled artistry and Scandinavian technique with Red Sugar’s mastery of flavours local to the region.

This comes as Red Sugar always aims to bring an unparalleled drinking experience to the city. "We believe this partnership will offer Hong Kong’s cocktail lovers an opportunity to savour the extraordinary creations that showcase the harmonious fusion of Scandinavian-inspired tastes which are meticulously curated using the highest quality local ingredients," the spokesperson told MARKETING-INTERACTIVE. 

Under the theme “Midnight Sun”, which references the Nordic natural phenomena where daylight persists well into the evening, both brands will join forces to create a magical atmosphere at Red Sugar, to make it feel as if the sun could shine deep into the night. 

As part of the exclusive partnership, 12 newly launched cocktails will be featured on the menu, including Pomelo & Dill and Rhubarb, aiming to take guests on an unforgettable journey of taste and craftsmanship from classic blends to forward-thinking concoctions. 

Throughout the ongoing collaboration, Red Sugar has appointed Niklas Forslin, former bartender extraordinaire at Tjoget as head mixologist at Red Sugar, aiming to deliver Nordic hospitality to the city.

Moreover, a new visual identity and typography are specifically designed for this collaboration. They are inspired by the fjord, a long, narrow sea inlet with steep sides in Scandinavia, presenting playful patterns that include curves that resemble the turns of a fjord and the edge of the sun, bringing the Nordic theme “Midnight Sun” to life. The colour palette with red and blue demonstrates the elements from Red Sugar and the ocean.

In terms of the marketing strategies, the spokesperson added that Red Sugar is exploring an extended set of collaterals at different touch points in the bar such as a creative digital menu, coasters and bill folders to further bring multi-sensational experiences to guests.

“For instance, we hope to create videos of the behind-the-scene and ingredient stories that our guests can easily navigate through when they are browsing through the menu; and we have the inspiration to create a ship-like bill folder that resembles the vessels sailing on the fjord,” the spokesperson said.

Red Sugar at Kerry Hotel is strategically located in Hung Hom, providing 270-degree views of Hong Kong at the Victoria Harbour. As Tjoget’s first foray into international collaborations and the first-ever partnership in Asia, it aims to find a partner that bolsters a magical atmosphere that can convey the desired experience and shares the same value and creative mindset in delivering innovative cocktail experiences.

Therefore, Red Sugar’s location resonates with the collaboration theme “Midnight Sun”, with references to the Nordic natural phenomena where daylight persists well into the evening. 

The partnership focused on curating cocktails with Scandinavia’s unique mixology techniques and minimalistic approach, according to the spokesperson. “In recent years, we have seen a growing trend for simplicity where consumers prefer a no-fuss, casual approach that primarily highlights quality spirits and ingredients,” the spokesperson said.

“We hope this will inspire marketers on the evolved consumers’ needs in innovative brand partnerships and simplicity in creativity,” the spokesperson added.

With this high-profile collaboration, Red Sugar positions itself as the hidden gem for guests outside of its immediate neighbourhood and attracts explorers who love to experience innovative creations with quality ingredients.

Tjoget, located in Stockholm, is a modern neighborhood restaurant with a bar. Its concept is rooted in the Mediterranean region, heavily influenced by a few urban and rural spots in southern Europe, northern Africa and the Middle East. Tjoget has earned a place on The World's 50 Best list for nine consecutive years, according to the release. 

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