DRiNK Magazine

What DRiNK Magazine does

DRiNK Magazine is a bilingual digital media publication covering Asia's bar and cocktail industry, operated by Thirsty Work Productions and founded approximately 2010 in Shanghai. Originally launched as a print magazine for Mainland China and Hong Kong, it transitioned to an online-first format in 2016, simultaneously opening a Singapore office to cover the broader Asia region. The publication now spans 16+ markets from Bali to Seoul and Mumbai to Tokyo, producing editorial content in both Chinese and English across news, features, venue coverage, recipes, and videos. The publication positions itself as the primary voice of Asia's bartender community, organizing annual DRiNK Awards regional and national events and running the DRiNK Magazine Bar Awards (DMBA) as its flagship annual ceremony.

The core product is the drinkmagazine.asia website, supported by a portfolio of offerings including the DRiNKwithTheMasters video series, newsletter subscriptions, a back-issues e-commerce shop, regional and national DRiNK Awards, and the DRiNK Magazine Bar Awards (DMBA). Underlying technology is a standard digital publishing platform with bilingual content distribution and social media channels; no proprietary technology, AI features, or platform integrations are documented. The team is small, with active job postings for an Office Manager and Editorial Intern indicating a lean editorial and events operation across Shanghai and Singapore.

Revenue is generated through four primary streams: print and digital subscriptions, digital advertising (including video, native advertising, and full-page takeovers) on drinkmagazine.asia and social channels, events and brand activations delivered through Thirsty Work Productions (on-trade and consumer-focused campaigns for spirits, wine, and beer brands), and product sales of back issues via the online shop. Named brand-side partners include Perrier, Nespresso, Flor de Caña, and Havana Club, while DMBA 2018 involved 40 sponsors and partners. The go-to-market motion is event-driven and community-led, combining editorial coverage, awards ceremonies, and direct sales of marketing services to drink industry brands across Asia. The company is privately held with no disclosed venture capital or private equity backing.

Name

DRiNK Magazine

Legal name

Thirsty Work Productions

Website

https://drinkmagazine.asia

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

DRiNK Magazine is a bilingual digital media publication covering Asia's bar and cocktail industry across 16+ markets. Operated by Thirsty Work Productions, it generates revenue through subscriptions, digital advertising, brand activations, and industry events serving hospitality professionals and spirits brands.

Ownership category

akta.pro rank

Product category

Trade Media (Beverage and Hospitality Industry)

NAICS

Drinking Places (Alcoholic Beverages) (7224), Drinking Places (Alcoholic Beverages) (72241), Beer, Wine, and Liquor Retailers (445320)

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Miscellaneous Publishing (2741)

akta.pro industry

PRIMARYTHAJAGAG

Cocktail Experiences (Mixology Classes, Cocktail Tours)

Travel & Hospitality/Tours, Attractions & Experiences/Food & Drink Experiences (Culinary Tours, Tastings, Cooking Classes)

Keywords

• Bar industry publication
• Cocktail media coverage
• Drinks industry events
• Hospitality trade media
• Beverage industry content

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Subscriptions and Publications: Print and digital subscriptions to DRiNK Magazine publications, including back issues available through The Magazine Shop
2. Advertising and Marketing Services: Digital advertising, video, native advertising, and full-page takeovers offered to brands through drinkmagazine.asia website. Also includes social media channels.
3. Events and Brand Activations: Thirsty Work Productions delivers on-trade and consumer-focused brand activations for drinks industry clients, including events, competitions, video content, and DRiNK Magazine Bar Awards
4. Product Sales: Sales of back issues and potentially merchandise through The Magazine Shop on drinkmagazine.asia

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

DRiNK Magazine operates Asia's leading bilingual (Chinese and English) bar industry digital publication covering news, features, venues, recipes, and video interviews from across the Asian bar scene. Beyond editorial content, the company runs the DRiNK Awards (including the annual DRiNK Magazine Bar Awards/DMBA) and delivers brand activations, events, and marketing services to drink industry clients through its sister entity Thirsty Work Productions.

Product overview

DRiNK Magazine is a media publication consisting of a digital bar industry website and related services operated by Thirsty Work Productions. The core offering is the DRiNK Magazine Website (drinkmagazine.asia), Asia's leading bar industry platform covering news, features, venues, recipes, and videos. Supporting products include DRiNK Awards regional and national competitions, the annual DMBA awards ceremony, digital advertising services, brand activation services through Thirsty Work Productions, a back issues shop for print editions, newsletter subscriptions, the DRiNKwithTheMasters video series, and a library of cocktail recipes.

Differentiator

Problem solved

Functional benefit

Products and services

• DRiNK Magazine Website (drinkmagazine.asia) Asia's leading bilingual (Chinese and English) digital bar industry platform delivering news, features, venue coverage, cocktail recipes, and video interviews covering the hospitality and drinks industry across Asia.
• Digital Advertising Services

Quantifiable outcome

• DMBA 2018 reached 10.9 million livestream viewers and hosted 590 guests
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Kuala Lumpur Cocktail WeekcoreStrategic or Co-development Partner · 19 April 2025Kuala Lumpur Cocktail Week is participating in DRiNK Magazine's coverage, with two participating bars from Chinese mainland featured in the event's second edition
• Havana ClubcoreGTM or Marketing Partner · 4 April 2024Editorial coverage of Havana Club Cocktail Maestros competition featuring interviews with brand ambassadors and coverage of China team representatives competing in the global final
• Flor de CañacoreGTM or Marketing Partner · 24 March 2024Sponsored content coverage of Julie Nguyen winning the 2024 Flor de Caña Sustainable Cocktail Challenge global final
• PerriercoreGTM or Marketing Partner · 5 December 2018Served 1,740 bottles of Perrier at DMBA 2018 as a key sponsor of the awards ceremony
• NespressominorGTM or Marketing Partner · 5 December 20181,500 grams of used aluminium Nespresso capsules were sent to a silversmith for recycling during DMBA 2018, demonstrating sustainability partnership

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Punch: Punch is a US-originated drinks media brand covering cocktails, spirits, and bar culture through long-form journalism, recipes, and a paid membership program. Comparable to DRiNK as a premium digital drinks publication, though it serves a global/US audience rather than focusing on Asia.
• The Spirits Business: The Spirits Business is a UK-based trade publication covering the global spirits industry, including brands, producers, and on-premise trends. Comparable to DRiNK as a B2B beverage media brand, though it focuses on spirits production/supply rather than bar/cocktail culture specifically.
• Imbibe Magazine: Imbibe is a US-based trade publication covering the on-premise beverage industry, including bartenders, bars, and drink brands. Comparable to DRiNK as a bar industry trade publication with both editorial and event components, though it operates primarily in North America.
• SevenFifty Daily: SevenFifty Daily is a US-based trade publication covering the beverage alcohol industry with editorial, data, and a professional platform. Comparable to DRiNK as a digital beverage trade publication, though it targets the US three-tier market rather than Asian bar culture.

Emerging players

• Tales of the Cocktail Foundation: Tales of the Cocktail is a leading global cocktail industry event and educational platform based in New Orleans. Comparable to DRiNK at the events/community layer (industry gatherings, education, awards), though Tales operates a ticketed conference model rather than a publishing-led platform.

Direct peers

• Difford's Guide: Difford's Guide is a globally recognized cocktail and bar reference platform with extensive recipe libraries, venue directories, and a subscription product. Closely comparable to DRiNK as a digital reference publication focused on cocktails and bars, with overlapping content, recipe, and venue directory functionality.
• Drinks International: Drinks International is a global trade publication covering the spirits and bar industry with news, features, and ranking lists (e.g., World's 50 Best Bars). Comparable to DRiNK as a bar-trade publication with industry rankings and B2B audience focus, though it operates at a global rather than regional Asia scale.

Regional players

• Bar Magazine: Bar Magazine is a UK-based trade publication serving the UK bar and hospitality industry with editorial and events. Comparable to DRiNK as a regional bar-trade publication, though it operates in the UK/European market rather than Asia.
• Class Bar Magazine: Class is a China-based bilingual cocktail and bar industry publication. Highly comparable to DRiNK as a direct competitor in the same geography (China), with overlapping content categories (news, recipes, profiles, events) and a similar target audience of bartenders and bar industry professionals.
• Australian Bartender Magazine: Australian Bartender is a regional bar industry trade publication covering Australia and the Asia-Pacific bar scene. Comparable to DRiNK as a regional bar-trade publication with similar content mix (industry news, recipes, venue coverage), though it focuses on Australia/NZ rather than North/East Asia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/drinkmagasia
• YouTubeyoutube.com/channel/UCF6IGZr4YhCcUGL_gbTpxXA
• Facebookfacebook.com/drinkmagasia
• LinkedInlinkedin.com/company/drink-magazine
• Instagraminstagram.com/drinkmagazine

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DRiNK Magazine