Nectar's 'Asian Glow Up' Just Branded the Stigma 36% of East Asians Hide
Nectar, the Asian American hard seltzer Jeremy Kim launched in December 2020 with $20,000, ran an AAPI Heritage Month campaign called "Asian Glow Up" that reframes alcohol flush, a physiological reaction in roughly 36% of East Asians, as a brand identity. The category lesson: brands whose product