New brews launched at revamped liquor store in KL

Boo (left) serving guests the new Choya series.

Liquor retailer BoozeiT has opened its doors after a complete revamp.

The unveiling of the new space at Ben’s Independent Grocer at Publika, Kuala Lumpur, also featured the introduction of Choya Sarari and Choya Sarari Yuzu to the market.

The “Sarari” basically means smooth in Japanese, said J-Brands (M) Sdn Bhd vice- president Jensen Boo.

“It has a low ABV (alcohol by volume) of below 10%. We hope to target especially those who are trying out umeshu and seeking a healthier alternative.

“The Sarari is lighter and easy to drink.

“It is especially refreshing drinking it on the rocks or mixed with soda water,” he said, adding that BoozeiT was the first outlet to showcase the Choya Sarari umeshu.

Also introduced were the Non-Sugar Natural Shiso and Non-Sugar Natural Honey which uses honey to replace sugar, giving it an aromatic herbal twist to the Japanese liqueur.

Guests were treated to a small glass of KweiChow Moutai Bulao.

The store reopening also featured a display of the only two bottles of limited-edition 18-year-old umeshu, each priced at RM13,500, available in Malaysia.

The BoozeiT flagship store was set up in 2011 to serve as both the headquarters and first retail outlet.

Initially operating within a smaller space, the retail brand has expanded to a 260sqm space with organised sections.

It also boasts a dining area where customers can savour fine wines and gourmet dishes with friends.

A highlight is BoozeiT’s cold room which showcases rare wines including the Duclot Bordeaux Collection 2017 priced at RM100,000, the exclusive limited-edition series from Bond, the Krug Champagne Collection and a 1967 Macallan valued at RM400,000.

During the reopening, guests were invited to sample concoctions made from renowned brands such as Jameson whiskey, The Botanist gin, Chandon Garden Spritz sparkling wine as well as the KweiChow Moutai Bulao.

Moutai Bulao is a special product in the Moutai series crafted by Guizhou Moutai Distillery Group Health Wine Co., Ltd.

The baijiu or distilled Chinese spirit is made from premium sorghum and wheat.

These are brewed using traditional techniques of Guizhou Moutai and undergo a minimum of three years of aging.

To celebrate further, a series of promotions were launched to reward loyal customers for their 13 years of support.

Visit www.facebook.com/boozeitretail for details.