How Bandoeng’22 Entered the United States Market

The launch of Bandoeng’22 in the United States marked an important milestone in the international growth of our brand.

What started as an ambition to introduce pandan liqueur to a wider audience became a real step into the US market through import, regulatory approval, trade exposure, and the first distribution partnerships. This was the beginning of Bandoeng’22’s journey in America.

Building the foundation for export to the US

Before Bandoeng’22 could enter the United States, important groundwork had to be completed.
An importer was secured first, and together we worked through the process of getting the product approved by the FDA. That process also led to adjustments to the bottle and label so the product could meet US market requirements. Once that was completed, the first bottles of Bandoeng’22 Pandan Liqueur were shipped to the United States by container.

For us, this was more than a logistical milestone. It was the moment when the possibility of building Bandoeng’22 in the US became real.

Bar Convent Brooklyn as a starting point

Earlier that year, the Bandoeng’22 team visited Bar Convent Brooklyn, one of the most important trade events for bartenders, brands, and hospitality professionals in North America. The event brought together mixologists and industry professionals from states including New York, Virginia, Florida, and California, giving us the opportunity to introduce Bandoeng’22 to a broad US audience.

The event proved to be an important moment for the brand. We noticed that more bartenders were becoming familiar with pandan as a flavor, and the response to Bandoeng’22 was enthusiastic. That energy helped open the door to the first distributor relationships in the United States.

The first steps of sales in America

As a direct result of these efforts, Bandoeng’22 secured a number of distributors in the United States, making the first steps of sales in America a reality.

This was the beginning of a broader US strategy. Early focus was placed on key states such as New York, California, Florida, and Nevada, where Bandoeng’22 could be introduced together with the importer and local distribution partners.

Why this mattered for Bandoeng’22

Entering the United States was never just about export. It was about bringing pandan to one of the world’s most influential bar and hospitality markets.

The US cocktail scene is known for experimentation, creativity, and openness to new ingredients. That makes it a strong fit for Bandoeng’22, a premium pandan liqueur designed for cocktails with an Asian twist, modern signature serves, dessert cocktails, and twists on classics.

This first market entry laid the foundation for the growth that followed in later US regions and venues.

From first entry to broader US growth

Since those first steps, Bandoeng’22 has continued building its presence in the United States through distributor relationships, bartender outreach, venue placements, and market visits across multiple states.

Looking back, this page marks the beginning of that story: the first shipment, the first exposure, and the first commercial steps toward making Bandoeng’22 part of the US hospitality landscape.

Interested in serving Bandoeng’22 in your venue?

If you are a bartender, bar manager, beverage director, or venue owner in the United States, visit our US page to learn more about availability and how to bring Bandoeng’22 to your bar or restaurant.