Sparkling approach

Shaun Chang, executive director Thirsty Craftsmen Asia and co-founder of Endu. His goal is for Endu to be appreciated not only for its unique flavours but also for its cultural significance, positioning it as a premium and authentic product that represents the rich heritage of Borneo.

TUAK may not feature prominently on the spirits map but thanks to innovators like Shaun Chang, that may change soon. The executive director of Thirsty Craftsmen Asia (TCA) is looking to take the renowned East Malaysian alcoholic beverage global with Endu, a sparkling iteration of the beloved Borneo spirit.

The co-founder of the brand — said to be Malaysia’s first naturally carbonated sparkling tuak — has already set his sights on bringing Endu to the world through various showcases and expos across the globe. “At these international events, people from around the world have been amazed by the unique qualities of our beverage,” states Chang.

“Their eyes always light up when they taste our tuak for the first time, and they express fascination with the rich cultural heritage of Borneo. This enthusiastic reception on a global scale underscores the potential for Endu to become a beloved beverage worldwide.”

Brewing success

Chang’s journey into the world of tuak began during the pandemic when he was inspired to learn the art of brewing the beverage with his mother. Using a family recipe passed down through generations, the experience, he says, deepened the connection to his heritage, inspiring him to share the traditional drink with a wider audience.

“Initially, we shared our tuak with friends to gather feedback and improve our brew. After several trial runs and invaluable feedback, our humble hobby evolved into a legitimate business, selling through online platforms,” he explains.

However, Chang admits that the turning point came when an award-winning brewmaster — who is now his mentor — introduced him to the idea of naturally carbonating tuak.

“During our discussions, he shared invaluable insights on how to naturally carbonate the drink, preserving its organic qualities while giving it a modern twist. This innovative approach was a game-changer, allowing us to create a unique pro-duct that stands out in the market.”

Chang explains that the natural carbonation process, which occurs during fermentation, adds a refreshing effervescence to the beverage, enhancing its appeal without compromising its traditional essence.

“I figured this innovation could elevate our traditional drink to new heights. This encounter led to the formation of Thirsty Craftsmen Asia, where our combined expertise in traditional brewing and craft industry innovation laid the foundation for Endu’s journey.”

Naturally effervescent

The carbonation process paved the way forward for Chang to craft the first two flavours. He explains that for Endu Classic, he focused on creating a sparkling version of traditional tuak that retains the authentic flavours of rice wine, with a subtle sweetness and a hint of refreshing acidity.

“In the Classic, we wanted to honour the traditional taste while introducing an element of modernity through the carbonation process,” he states. “For Endu Roselle, the goal was to introduce a variant that combines the traditional elements of tuak with the unique flavours of our local flower, roselle. This resulted in a sweet and aromatic profile with a tinge of tartness and earthy undertones.”

Chang opines that both flavours are intended to showcase the versatility and richness of tuak, whilst appealing to both traditionalists and those seeking new, innovative tastes.

Chang admits that one of the hardest parts about getting Endu out in the market involved educating consumers about tuak and its cultural significance. “As a relatively unknown beverage outside of our region, it has required significant effort to introduce it to new markets and build awareness.”

He also reveals that navigating the logistics of scaling up production while maintaining quality and consistency also posed a challenge.

“We had to ensure that each bottle meets our high standards. This requires meticulous attention to detail and a commitment to preserving the authenticity of our product while scaling up operations.”

Spirit of the land

More than just a tasty beverage, Chang states that tuak’s rich cultural significance and the sense of tradition is what appeals to him personally.

“It’s a symbol of the Dayak people’s heritage and a central element in their celebrations. The process of making tuak is steeped in tradition and community, making it a deeply meaningful craft,” he says.

“It’s a testament to our ancestors’ ingenuity and a vital part of our cultural identity. The communal aspect of tuak brewing and consumption, where it is shared among family and friends during important ceremonies, adds to its allure, making it a drink that binds people together through shared heritage and experience.”

Presently, Endu is sold through various online platforms, select retail outlets as well as F&B outlets and hotels across Borneo, the Peninsular and Singapore as well. According to Chang, the company is working on expanding its distribution network both locally and internationally to make its spirits more accessible to a broader audience.

“Our goal is to ensure that anyone who wants to experience Endu can do so, no matter where they are. We are actively seeking partnerships with retailers and distributors to widen our reach to new markets around the world,” he states. This is all part of the company’s approach in making Endu a recognised name in the global beverage segment.

“Personally I want to help it become like other heritage beverages like champagne and sake,” says Chang. “My goal is for Endu to be appreciated not only for its unique flavours but also for its cultural significance, positioning it as a premium and authentic product that represents the rich heritage of Borneo.”

Chang reveals that ultimately he aspires to bring the traditional and cultural essence of tuak to a global audience. “Through Endu, I hope to elevate tuak to a status where it is celebrated not just as a drink, but as a symbol of cultural pride and heritage.”

Bubbling business

According to Chang, since Endu was launched, the feedback has been immensely positive.

“Our customers appreciate the unique flavours and the cultural story behind the brand. Many have expressed excitement about discovering the new and unique beverage, and we’ve received a lot of support from the local community and beyond.”

This positive reception, Chang says, has validated the team’s efforts, motivating them to continue its mission of sharing tuak with the world. “Hearing stories of how Endu has become a part of new celebrations and traditions for our customers has been incredibly rewarding.”

Chang and his team, however, are not resting on their laurels, revealing that they are constantly exploring new flavour profiles.

“We do have several exciting ideas in the pipeline,” he enthuses. “But our goal is to continue innovating and expanding our range while staying true to the traditional spirit of tuak.”

But he is quick to add that the company’s vision extends beyond just tuak. Chang elaborates that the company aspires to produce local craft beverages that are present in Borneo.

“By doing so, we aim to showcase the rich and diverse beverage traditions of our region. Our end goal is to enhance Borneo’s name on the global stage, promoting our unique cultural heritage through a variety of exceptional, locally crafted beverages.

“My goal is for Endu to be appreciated not only for its unique flavours but also for its cultural significance, positioning it as a premium and authentic product that represents the rich heritage of Borneo.”

This article first appeared in Star Biz7 weekly edition.