ENDU is putting Tuak on the world stage in a sparkling way.
When Shaun Chang first began experimenting with Tuak, it marked a personal journey sparked by the quiet of the COVID-19 lockdown. “I found myself reflecting on my roots and realised how disconnected I was from my own heritage,” he explains. Guided by his mother’s family recipe, Shaun began homebrewing the traditional rice wine of Borneo, ultimately allowing him to reconnect with a centuries-old tradition that had shaped his family and community.
ENDU, as it is now known, is not just a drink; it is a bridge between past and present, culture and craft. When master brewer Randy Liew, with over 20 years of experience, tasted Shaun’s early brews, he saw potential to elevate Tuak from a regional staple into a globally appreciated premium beverage. Together, they set out to honour tradition while reimagining it for the modern palate.
A Sparkling Rebirth
What sets ENDU apart is its sparkling format, delivering a modern twist that transforms a centuries-old beverage into something celebratory, approachable, and refined. “Traditional Tuak remains widely misunderstood, even within Malaysia,” Shaun says. “The sparkling direction gave us a fresh, elegant expression, with natural carbonation that brings vibrancy and finesse.”
Using single-harvest Bario rice and glutinous rice, the team employs natural fermentation to produce both alcohol and effervescence. Then, through meticulous brewing science and industrial-grade equipment, they preserve that delicate sparkle, creating a product that marries the refinement of sparkling wine with the soul and history of Borneo.
The Art And Challenge
Perfecting ENDU was not without its hurdles. Multi-stage fermentation had to be calibrated to achieve smooth, consistent carbonation, while retaining the subtle flavours that make Tuak unique. On top of the technical challenges was the task of redefining market perception.
Launched at a premium price, which was over double that of traditional Tuak, ENDU initially sparked curiosity and scepticism. Shaun recalls Randy’s guiding philosophy: “If we want others to value us, we must first value ourselves with pride.”
Branding was equally important. Every detail, from storytelling and visuals to real-world activations, was designed to reflect ENDU’s cultural depth and premium positioning. “We wanted people to taste ENDU and understand that it’s not just a beverage, it’s a heritage experience,” Shaun adds.
Local Curiosity To International Recognition
Since its official launch in May 2023, ENDU has grown from a local curiosity into a globally recognised craft. Pop-up bars, tasting events, and direct consumer engagement in Malaysia gave immediate feedback that shaped the brand. Today, ENDU is served at premium outlets, bars, and grocery chains, and has been showcased in Singapore, Tokyo, and Frankfurt, earning praise from sommeliers and chefs alike.
“People are seeking experiences with meaning and identity,” Shaun reflects. “ENDU isn’t just a beverage, it’s a sparkling representation of heritage in a bottle. Sharing that story and connecting with people has been one of the most rewarding aspects of this journey.”
Variety And Innovation
The brand currently offers two flagship variants. ENDU Classic – clean, crisp, subtly sweet, with bright citrus acidity and a refined finish and ENDU Roselle, which boasts vibrant floral note. Made with organic roselle petals, the latter is ideal for desserts or casual sipping.
In addition, ENDU on Tap—the region’s first craft wine on tap—provides bars and events with a sustainable, consistent, and premium experience. Looking ahead, Shaun and his team are experimenting with new flavours inspired by Borneo’s biodiversity, aiming to fuse local culinary heritage with contemporary tastes.
A Vision For The Future
International expansion is underway, with Singapore already on the map and Europe next. Beyond distribution, Shaun envisions a dedicated ENDU tasting venue, pairing craft rice wines with curated dishes to immerse guests in the full story behind the brand. “We’re scaling with care,” he says. “Our aim is to grow without losing the authenticity, quality, and heart that ENDU was built on.”
From a homebrew experiment to an internationally celebrated sparkling rice wine, ENDU embodies the harmony of heritage and innovation. It’s a beverage that honours tradition, invites exploration, and reminds us that culture, craft, and storytelling can converge in the most unexpected way.
