Brands Need Meaning | Kristian Harmston | Barrels and Roots

In this episode of Barrels and Roots, I sit down with Kristian Harmston, the founder of Alchemy Asia and one of the most experienced beverage industry leaders in Southeast Asia. Kristian shares how he went from working in restaurants and bars to building a major drinks distribution company across multiple markets, representing global brands like The Macallan, Aperol, Cointreau, Cuervo, Remy Martin, Hennessy, and more. He also talks about creating his own gin distillery in Vietnam and how Lady True was born during COVID as a way to capture the flavors, culture, and energy of Vietnam in a bottle. What I loved about this conversation is how much it goes beyond drinks. We talk about branding, distribution, hospitality, cocktail culture, consumer behavior, and why some beverage brands take off while others disappear before people ever notice them. Kristian breaks down what distribution really means, why the right restaurant, hotel, airport, or cocktail bar can matter more than simply being everywhere, and why a brand needs a clear reason to exist if it wants to earn its place on a shelf or behind a bar. We also get into the power of story, taste, authenticity, and occasion. From Vietnamese botanicals and local gin to Jägermeister’s connection with street culture, tequila’s rise in Southeast Asia, beer as a social leveler, and how history shapes what different countries drink, this episode is a deep look at how culture, place, and emotion shape the drinks we love. For anyone interested in wine, spirits, cocktails, hospitality, beverage branding, or the business behind what ends up in your glass, this conversation is full of insight. What do you think matters more when choosing a drink: the taste, the story, or the moment you are drinking it in?