Hong Kong’s premier wine retailer, Watson’s Wine, is ringing in a significant anniversary with a dynamic brand refresh. Celebrating 185 years of the A.S. Watson Group, the company has unveiled a dramatic upgrade to its flagship cocktail space, Bar 0001, located in Central’s Cheung Kong Center. The relaunch anchors the “Crossing Boundaries” (酒過界) campaign, a multi-sensory initiative that pairs the venue’s striking new look with an exclusive limited-edition collaboration with local artisans Magnolia Lab.
Redesigning a Legacy
The revamped Bar 0001 is far more than a simple cosmetic touch-up. The redesign smartly juxtaposes raw industrial chic with classic Chinese aesthetics. A towering one-meter-tall sculptural wine bottle commands attention at the entrance, while the bar’s most meaningful feature is a custom-built “hundred-drawer cabinet” (百子櫃). This fixture, once essential to traditional Chinese apothecaries, serves as a deliberate design bridge to the company’s origins as a 19th-century pharmacy. It is a visual reminder that Watson’s Wine has always been in the business of precision blending.
A Toast to 185 Years
To commemorate the anniversary, Watson’s Wine has teamed up with Magnolia Lab (五味雜陳) on a strictly limited collector’s item. The 185th Anniversary Magnolia Lab Special Edition gift box is a showcase of refined local craftsmanship.
- The Liqueur: A 250ml proprietary herbal spirit blending Schisandra (五味子) berries with sandalwood, resulting in a deeply woody and aromatic profile rarely seen in the local market.
- The Vessel: The set includes two custom ceramic cups, each bearing the brand’s cocktail mascot, Vini, on its base.
- The Rarity: Stock is capped at just 185 sets worldwide, priced at HK$480.
Sip on Nostalgia
The collaboration extends directly to the bar menu with a standout limited-time cocktail, the Flower Pagoda Biscuit Sour. Inspired by the classic digestive biscuit (花塔餅) many locals grew up with, this drink builds a layered double rum base with Magnolia Lab’s Bi Yue Xiu Hua herbal liqueur and housemade hawthorn syrup. Crowned with a velvety egg white foam and finished with a colourful flower cookie garnish, the cocktail strikes a perfect balance of sweet and tart, conjuring a distinctly Hong Kong childhood memory.
Beyond the Bar
The “Crossing Boundaries” campaign overflows into a wider cultural experience. Bar 0001’s launch events featured performances by local DJ collective Beat Friday. Further expanding the festivities, Watson’s Wine has partnered with gelato artisans Teemtonefai to offer limited-edition cognac-infused ice cream cones at select retail locations, rolling out cross-brand discounts for customers.
The Bigger Picture
This initiative is a masterclass in heritage branding. By transforming a relic of its pharmaceutical past into a centerpiece for modern mixology, Watson’s Wine has successfully repositioned Bar 0001 as a genuine cultural destination. It is no longer just a place to buy an expensive bottle; it is a venue that actively tells the story of Hong Kong’s evolving palate. For consumers, it offers a rare chance to connect with a 185-year-old brand in a way that feels fresh, relevant, and deeply rooted.
Where to Find It
- Gift Box Launch: Available from September 30 at Bar 0001 (Cheung Kong Center) and October 5 citywide across all Watson’s Wine stores.
- Address: Bar 0001, Watson’s Wine, Cheung Kong Center, 2 Queen’s Road Central.
- The Cocktail: The Flower Pagoda Biscuit Sour is available for a limited time exclusively at Bar 0001.