Photo by Star Sabroso I Shot on location Courtroom
Hil Tse
Founder and Managing Director of Timeless & Tasty
Hil always had a knack for numbers. With a degree in econometrics, she kicked off her career in the high-pressure world of investment banking, balancing numbers and analyzing markets like a pro. But growing up in the Netherlands with a family that ran a Chinese restaurant, her DNA harbored a strong connection to the food and beverage scene. It was only a matter of time before the world of spirits called her name.
Watch the video below for her full interview:
Everything changed for her at a whisky tasting—one sip of a particularly amazing whisky, and she was hooked. Soon, she traveled to whisky festivals all over, sampling a myriad of expressions and returning home with bottles to share with family and friends. Her love for fine spirits evolved into serious expertise, leading her to earn a Wine and Spirits Education Trust (WSET) advanced certificate. In 2016, she launched her ventures, spirit trade and distribution company Whiskies & More and online spirits retail shop Timeless & Tasty, offering high-quality spirits for a reasonable price.
Today, Hil dedicates herself to advancing Hong Kong’s whisky community. Timeless & Tasty, her online shop, sets itself apart with a user-friendly design that also welcomes newcomers. Instead of jumping straight to product listings, her site helps customers explore whisky through taste profiles and offers suggestions for girls’ nights out, cigar evenings, or dinner gatherings, making the whisky journey feel more accessible and relatable.
Hil also actively partners with local businesses to uplift like-minded entrepreneurs. Projects like whisky chocolates, upcycled whisky bottles, and whisky candles highlight her commitment to the community. Her products are available online, and her seasonal events, curated for fellow spirits lovers, create opportunities for connection. For March, in celebration of International Women’s Day, Timeless & Tasty will host a whisky dinner in collaboration with Table by Sandy Keung, featuring delicious pairings and an auction where proceeds benefit RainLily and HER Fund, charities focused on women’s empowerment and support.
When she’s not at whisky festivals enticing visitors with good drams, you’ll likely find Hil hosting engaging whisky tastings or pairing dinners or even competing in Hong Kong’s HYROX race circuit, where she consistently ranks in the top.
“Do a lot more market research before importing the product”
What failure taught you that you apply in your career?
Do market research. I started going to festivals overseas and selected a couple of products that I thought were very nice, good quality, popular, and trendy. However, when I brought them into Hong Kong, they didn’t resonate with the flavor preferences of the people living there at all. So I would say to actually do a lot more market research before importing the product.
What role does networking play in your profession?
Networking is very important. However, one piece of advice I would give is to be picky about it. You can network 24/7, but in the end, you need to take care of your mental health as well. Some people out there may just want to spend time with you without actually helping you on your journey.
“No matter your gender, race, or age—[whisky] it’s a drink for everyone”
What has been the most significant change you’ve observed in the spirits industry?
The whisky industry is a very male-dominated industry, so being a woman makes you stand out as a whisky brand owner or founder of a whisky company. When I founded my company eight years ago, many people asked me, ‘Do you actually like whisky as a woman?’ They felt that Champagne was more of a female drink. But luckily, a lot has changed since then. By hosting many events and teaching both female and male drinkers that whisky is for everyone—no matter your gender, race, or age—it’s a drink for everyone. I feel the whisky industry is more inclusive.
What advice would you give to young women aspiring to follow in your footsteps?
Don’t be afraid to dream big and work hard. Make sure you have a solid business plan and surround yourself with a good mentor to guide you through this journey. Every journey has its lows and highs; the most important thing is to turn those lows into new highs.
Visit timelessandtasty.com to check out Hil Tse’s retail shop, browse through the premium collection, and watch out for her seasonal bottle releases and events that she curates herself. Get updates by following Timeless & Tasty on Facebook and Instagram.
Special thanks to Courtroom located at 52-54 Graham Street, Hong Kong.
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