Overview: Ghost Hour Liquor, developed by the Peddlers Gin team, launches in September 2026 across China’s on-trade. The Shanghai-born range features four white spirits designed specifically for the country’s cocktail culture and house-pour market.
The Full Story
The range includes vodka and gin made in China, alongside white rum sourced from Jamaica and unaged tequila sourced from Mexico. This launch follows two years of product development by the team behind Peddlers Gin. The brand was developed as a high-quality, high-value alternative to imported brands that have traditionally dominated the country’s house pour market.
Ghost Hour takes a different approach by prioritizing local production and bottling whenever possible. This strategy allows the brand to reinvest savings into product quality and pricing, claiming a cost reduction of 20% or more compared to imported alternatives. Ghost Hour head distiller and co-founder David Moo stated that China imports millions of bottles of house-pour products, noting that this never made much sense given the rise in quality and acceptance of local products.
Production & Profile
The spirits are designed for high-volume service, ensuring consistency for daily bar needs without compromising on ingredients. By scaling production and bottling locally, Ghost Hour claims it can lower costs by 20% or more compared to imported alternatives. The range is tailored for bartenders: easy to pour in volume, consistent for daily service, and high-quality enough that bartenders do not have to compromise on the ingredients.
Brand & Industry History
The brand name is inspired by the traditional Chinese time period from approximately 3am to 5am. Ghost Hour’s slogan, Spirits Come Out At Night, nods to this moment when service winds down and another side of the city awakens.
What This Means
According to IWSR, gin volumes in China rose by 20% in 2025, with vodka and rum also experiencing double-digit growth. This trend is reportedly driven by the popularity of cocktail culture, casual drinking occasions, and the expansion of these spirits into lower-tier cities. Although China’s overall alcohol market is facing challenges, white spirits have shown significant growth.
Consumer Takeaway
Bars need something reliable, well-priced and built for their needs. Ghost Hour is that bottle – local, consistent and designed for high-volume service.
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