Lam Heung Ling and Young Master redefine premium tea spirits for Gen Z

Chinese lemon tea brand Lam Heung Ling has partnered with Hong Kong-based craft brewery Young Master and its sub-brand HIGHERTHAN to launch a new line of three co-branded canned alcoholic beverages.

This partnership marks Lam Heung Ling's first large-scale expansion into major convenience store channels, including 7-Eleven and Circle K. The move showcases the brand’s robust capabilities in flavour research and development, alongside its increasingly sophisticated supply chain integration.

During an interview with MARKETING-INTERACTIVE, Joshua Chan (pictured), marketing and business development director, Lam Heung Ling, said Young Master is a pioneer in the craft brewing industry, and its dedication to quality aligns perfectly with Lam Heung Ling’s DNA of "freshly-made" excellence.  

“This partnership is built on ‘Artisanal synergy’ - combining our advanced tea-making technology with their world-class brewing expertise to explore the limitless possibilities of Hong Kong brands in the FMCG sector.” 

Craft of zest: Bridging heritage and Gen Z

The campaign, titled "Craft of zest: A fusion of heritage and craft spirits," uses "craft" to emphasise an artisanal approach, while "zest" celebrates the signature perfume lemons that define the brand.

This product innovation is a key pillar of the brand’s localisation strategy. Recognising that the younger generation seeks more than just a physical product, Lam Heung Ling aims to foster an emotional connection. By "thinking out of the box" and mixing tea with beer, the brand has carefully balanced tea aromatics and sweetness without overshadowing the character of the alcohol—a move designed to resonate with Gen Z’s preference for multifaceted experiences.

“The younger generation doesn't just care about how a product tastes; they want to understand the art and origin behind the manufacturing process,” Chan explained. The campaign is being promoted through a comprehensive B2C strategy, utilising YouTube, Facebook, Instagram, and in-store posters to engage audiences.

Unearthing insights 

According to Chan, the concept stems from translating the "freshness" of street-side lemon tea into a premium canned experience. By infusing self-developed tea leaves and perfume lemon extracts into craft beer and vodka highballs, the brand aims to redefine the "industrial" perception of canned drinks.

The initiative also signals a repositioning of Lam Heung Ling from a storefront-only model to an omnichannel supply chain brand. By defining a "Premium tea-spirits" niche, the brand hopes to elevate the consumer experience within the ready-to-drink market.

Developed by Lam Heung Ling’s in-house team in direct technical collaboration with Young Master’s R&D and marketing departments, the project also seeks to promote synergy among local brands and boost pride in Hong Kong identities among younger consumers.

The new products are currently available at 7-Eleven and Circle K across Hong Kong, with a series of in-store events planned for late May to coincide with Lam Heung Ling’s anniversary.

The campaign highlights technical milestones such as "extracting only the heart of the tea" and achieving the "golden ratio" through high-design collaborative packaging and targeted digital ads. Point-of-sale materials (POSM), dedicated shelf displays, and cross-promotions within Lam Heung Ling’s physical stores are also being leveraged.

"At Lam Heung Ling, we have always been driven by R&D and innovation. This partnership is more than a product launch; it is a tribute to Hong Kong’s creative spirit. By infusing our signature 'Golden Ratio' into a canned format through precision engineering, we want to show the market that high-quality traditional flavors can be infinitely extended through innovation,” Chan added.  

Founded in 2019, the brand has aggressively expanded its footprint across APAC, including opening its first stores in Singapore and Malaysia over the past year. Moving forward, the brand will continue its Southeast Asian expansion, including the establishment of a new office in Kuala Lumpur later this year.

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