KUCHING, July 23 — Some of us might be familiar with tuak, a rice wine deeply rooted in Bornean culture. I first sampled tuak years ago in Kuching; I still remember its sophisticated taste.
Since then, I have seen tuak become more commercialised and more easily available. However, this didn’t prepare me for sparkling tuak by a Kuching-based company named Endu Borneo.
Sparkling tuak – is this Malaysia’s own version of champagne or prosecco?
Endu Borneo is the brainchild of Randy Liew and Shaun Chang. Liew, who is Endu’s managing director and master brewer, had discovered a cherished tuak recipe passed down through generations of Chang’s Iban family.
Liew shares, “I was captivated by the story and tradition behind the brew. After tasting various kinds of tuak, Shaun and I partnered to modernise the recipe while preserving its cultural essence.”
The result was Endu Borneo, purportedly the world’s first ever sparkling tuak. The name itself is catchy and invites the inevitable question: What does Endu mean?
Chang shares, “The name ‘Endu’ is a tribute to my beloved mother’s nickname and refers to ‘a woman’ in the Iban language, highlighting the vital role of women in our craft and community. This name embodies the deep respect we have for our heritage and the inspiration behind our product.”
Endu Borneo’s signature product is Endu Classic, a sparkling tuak that has a citrusy and subtly sweet flavour. Expect a smooth and well-rounded finish that most will appreciate.
How is Endu different from traditional tuak – the sort that has been brewed in longhouses for generations, where rice is soaked for hours before transferred into bamboo vessels and cooked over fire?
Liew says, “Our style of making tuak combines traditional methods with modern brewing techniques to ensure a consistent and high-quality product. Traditional tuak is non-carbonated and its production varies significantly by household, with each brew having its own unique flavor profile based on the local ingredients and brewing methods used.”
Endu’s tuak, he explains, is naturally carbonated during fermentation at a licensed brewery: “This gives it a distinctive sparkling quality that sets it apart from traditional tuak and other sparkling wines or liquors.”
According to Dr. Anna Sulan Masing, an academic, writer and editor based in London: “Iban tuak is most frequently made from glutinous rice, though it can also be fermented from nyeli (a local barley), tapioca and maize.”
At Endu Borneo, a blend of glutinous rice and Borneo white rice is used. This approach, Liew says, “allows us to produce a beverage that retains the traditional flavors of tuak while meeting modern quality standards. Our Standard Operating Procedures (SOPs) guarantee a consistent tasting experience, including designated serving glassware, controlled temperature, and quality that meets international standards.”
The team has since expanded their initial offering of Endu Classic to include a second product, Endu Roselle. This sparkling tuak is blended with roselle essence and suited to be drunk as a dessert wine.
Marketing sparkling tuak, given the original product’s limited recognition outside of Borneo, requires a strategic and multifaceted approach.
Liew says, “We focus on educating our audience about the cultural heritage and craftsmanship behind Endu. Our branding emphasises the unique story and legacy of tuak, leveraging social media platforms to reach a broader audience.”
Design is a big part of Endu’s branding efforts: eagle-eyed consumers will have noticed the iconic hornbill incorporated in the design of the bottle label.
Exposure matters. Liew shares, “By participating in international trade shows and events, we aim to introduce Endu to new markets and showcase its potential as a sophisticated and culturally rich beverage.”
Endu’s operations were more modest when they first started, however. Chang recalls, “We brewed in a home kitchen and sold our product through social media platforms and to friends. Our initial focus was on refining our brewing process and building a loyal customer base who appreciated the unique qualities of Endu.”
Since then, Endu has grown significantly; they now operate in a licensed brewery, which allows them to produce larger quantities with consistent quality.
Liew adds, “This transition has enabled us to expand our distribution channels and build a strong brand presence. Along the way, we faced challenges such as navigating regulatory requirements, scaling production without compromising quality and educating the market about our unique product.”
Such consumer education efforts include sharing food pairing possibilities: Endu Classic’s clean and crisp profile goes well with steak, while the more floral and mildly sweet Endu Roselle is a good partner for fruits, nuts and cheeses.
What is next for Endu? Plans include expanding their product line with Ready-to-Drink (RTD) options available in various flavors as well as introducing a lighter version called Casual X Series for casual drinkers and travellers.
“We are also developing a draught option for house pours,” Liew says, “maintaining the carbonation and unique taste of Endu. Opening a tasting room, an R&D venue offering a full Endu experience with pairings and showcasing key products... will allow us to engage directly with consumers.”
Looks like there will be plenty more sparkling tuak to come our way.
Liew concludes, “We believe that by staying true to our roots and continuously striving for excellence, we can make Endu a symbol of quality and cultural pride that resonates with consumers around the world.”
