Who are Tasting Trendies (TT)?
We originated the TTSA Sake Awards in 2017 and have overcome all kinds of "impossibility". Started from scratch, TTSA has come a long way to become the oldest sake competition in Asia (outside of Japan). Now in its eighth year, the latest edition of TTSA 2024 Result has been published this June. Along the way, we have not only diligently organized events to promote sake, but also committed to becoming a bridge among importers, breweries, merchants, and the public, so that everyone can learn more about the culture of sake tasting. We sincerely thank Mr. NAKAHARA Naoto, Deputy ConsulGeneral of Japan in Hong Kong, for acknowledging the positive attitude and dedication that we try to put into TTSA, as well as our contributions to the Hong Kong sake industry and Hong Kong's alcoholic beverages drinkers. We are encouraged to persist as a "pioneer" and keep on playing the role of leading innovation based on our mission and core values.

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What is TTSC?
Having found the key to the success of the TTSA, we are applying this successful mechanism to the Tasting Trendies Spirits Challenge (TTSC). The TTSC covers a range of spirit categories, including Western spirits such as Gin, Tequila, and Whisky, as well as Chinese Baijiu.

 

The TTSC Competition will serve as a platform to educate customers, providing them with extensive and intensive awareness of the characteristics of the different spirit categories through the competition. We believe that smart customers are always willing to pay more for products they know and understand well.

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Why join the TTSC competition held in Hong Kong?
Hong Kong's global connectivity, strong foundations as an international business and financial centre, as well as its status as Asia's wine hub, mean there are many enthusiastic alcoholic beverage lovers who are often big spenders. Furthermore, Hong Kong's proximity to the Chinese Mainland market is another major advantage.

 

Many experts in the food and beverage sector have a good understanding of world cuisine culture and different alcoholic beverage pairings, while Hong Kong customers are enthusiastic about trying new products. Joining the TTSC is the best way for you to create a unique selling position for your brand and make your product stand out from the competition.

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Process innovation!

Blind Tasting is a must! Every product entered in the competition is challenging "itself" to see if it will win the TTSC Award of Gold, Silver, or Bronze, as judged by the User Group and Expert Group respectively. Meanwhile, each product also competes for the Champion title in its specific category, such as Gin, Tequila, Whisky, Chinese Baijiu, or Super Premium. We originated the "User Group" judging panel in addition to the Expert Group, so as to enhance the value creation of the competition results and deliver an important indicator from the perspective of the end-user who spends money, while also respecting the taste preferences of the expert group.

 

We classify each sub-category based on the retail price. The TTSC keeps pace with feedback from customers and traders. Good taste is important, but good value for money is also critical to the buying decision. The TTSC results consider both factors to make the competition more meaningful for consumers.

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Super Premium Category:

There is a "Super Premium" category within the 3 main spirit categories. You are entitled to enter your product with a retail price of HK$2,500 or above per 500ml bottle into this category, whether it is a Western spirit or Chinese Baijiu. We hope to make it easier and more reassuring for people who don't mind spending on their favourite, value-for-money spirits.

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Founders' Creativity!
We continue to promote the TTSC in both B2C and B2B markets. The co-founder of TTSC, Mr. Tomy FONG, is a celebrity expert and educator of alcoholic beverages. He conducts training workshops such as the "Tasting Trendies Beer Inspector Certification Course", Chinese Baijiu Tasting Workshops, as well as food and beverage pairing dinners featuring wine, beer, sake, and world cuisine.

 

The two Tasting Trendies founders have featured spirits and Chinese Baijiu in their book "100 Alcoholic Beverages," published by Joint Publishing (Hong Kong) Co Ltd. By branching out beyond the traditional spirit tasting realm, they are bringing spirits education and appreciation to the cultural and educational fields.

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TTSC 2024 Events:
The TTSC 2024 Judging Day has been scheduled on Friday, 27th September 2024. On the same day, the TTSC 2024 Spirits Night event will allow the public to enjoy tasting the entered spirits starting from dusk. Fantastic!

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Registration for TTSC 2024 competition is now open, ACTION NOW!