Meet Rick Choo: The Founder Behind The Guild Collective’s Exclusive Alcoholic Selections, Pouring Passion into Every Bottle

Meet Rick, the passionate founder behind The Guild Collective, an online retail destination dedicated to curating an exceptional selection of alcoholic beverages and accessories. With a sharp eye for quality and a deep appreciation for fine wines, whiskies, sakes, and spirits, he has created a unique shopping experience that combines exclusivity with convenience.

From seasonal releases to limited-edition collectibles like the Suntory Royal Whisky Limited Edition 2025 – CNY Zodiac Snake, The Guild Collective has become a go-to for connoisseurs and casual drinkers alike. This has positioned The Guild Collective as a trusted name among enthusiasts who appreciate the finer things in life.

What inspired you to start The Guild Collective and how did you identify the demand for a curated online alcohol retail platform?

I started the company because I’m actually a private collector myself. I’ve been collecting wines for more than 20 years and whisky for more than 10 years. When I left my corporate job, I was doing group buys for my friends, making 0% profit.

I did that for about six months—essentially pro bono liquor sales. Eventually, I decided to monetise it because I knew a lot of merchants in the market that I had been buying from as a private client.

When I told them I was going into business, I asked if they would support me, and I received strong backing from my merchants. That’s when I officially started The Guild Collective.

I didn’t want to open a brick-and-mortar retail shop because it would involve high overhead costs, staffing issues, and time commitments. I wanted to run this business on my own terms, ensuring it was profitable without consuming all my time.

The best way to do that was to go online. I started by leveraging social media marketing—mainly Facebook, WhatsApp, and Telegram—to promote my products.

With so many alcohol retailers in the market, what sets The Guild Collective apart from competitors?

I don’t sell the usual commercial brands. One of my specialisations is sourcing hard-to-find whiskies and wines, particularly birth-year bottles. The oldest whisky I’ve sold was a 1956 Macallan, and the oldest wine was from 1960.

These are not commonly available in Singapore, so I source them from my overseas merchants. I work with suppliers in Japan, Europe, the UK—especially the UK, Ireland, and France—for whiskies.

I send out updates a few times a week with products that flow through me. I first notify my private clients on WhatsApp. Whatever doesn’t sell there gets posted on Facebook. Sometimes, the stock never even reaches Facebook because the most limited-edition whiskies sell out within 10 minutes.

You mentioned carrying limited-edition and seasonal products. How do you work with suppliers to get these products?

To keep up with limited releases, especially in whisky, I subscribe to industry publications, newsletters, and liquor-specific news sources. If my local merchant doesn’t have a particular product, I check with my overseas suppliers.

Then, I assess whether it’s worth bringing in and whether there’s demand before committing to an order. For seasonal products, saké is a key focus. Saké producers release seasonal editions four times a year—spring, summer, autumn, and winter.

I work with at least three major saké distributors in Singapore to get these, but they are usually not available online because they primarily supply restaurants. I have a special arrangement that allows me to access these seasonal releases, but they are limited—usually 6 to 24 bottles per batch—and tend to sell out quickly.

For example, my record sellout time was six bottles gone in three minutes. The moment I sent out the WhatsApp blast, all the orders came in. I didn’t even need to do a second round of promotion.

What role does digital engagement on platforms like WhatsApp and Telegram play in enhancing customer experience and loyalty?

It’s crucial. These platforms allow me to reach my target audience directly. Customers who subscribe to my WhatsApp broadcast get first access to new stock, which is especially important for limited editions.

For example, my record sellout time was six bottles gone in three minutes. The moment I sent out the WhatsApp blast, all the orders came in.

I didn’t even need to do a second round of promotion. That kind of speed and exclusivity creates a strong following among my customers.

What challenges have you faced in the online alcohol retail business, and how have you adapted?

When I first started, there weren’t many online liquor retailers. Most of them emerged during and after COVID, when alcohol demand surged due to people drinking at home.

My website mainly offers more general products, with some limited-edition items included. However, my real differentiation comes from what I offer privately. Many online liquor stores look similar, but they are not run by trained sommeliers.

I started as a consumer before transitioning into the business, but after launching The Guild Collective in 2018-2019, I pursued formal sommelier certifications. This allows me to offer more than just products—I provide tasting masterclasses, pairing dinners, and private events for my customers.

I also have corporate clients who engage me for customer engagement events, where I host whisky or wine tasting sessions for their end users.

Looking ahead, what are your plans for The Guild Collective such as any upcoming collaborations or new product lines?

There will always be new product lines. I’m constantly sourcing pre-release or not-yet-released products. However, there aren’t always many available. My next focus is on boutique wineries.

These are wineries that only sell domestically and don’t export. I’ve already started with a small production boutique winery in the Barossa Valley in South Australia, and will be looking into Spain and Italy next.

Additionally, I’m working on a private dining concept, though I can’t reveal too much yet. It will be a curated fine dining experience—an omakase-style event that integrates premium liquors. This will help build the branding for some of the spirits I showcase while also fostering a strong community within the F&B space.

Where do you see yourself, and what’s your vision for Singapore in the next five years?

I hope to be able to retire in about five to six years and focus on doing what I enjoy most. I’ll likely lead tours to wine, whisky, and sake regions for like-minded enthusiasts.

As for my vision of Singapore, I believe it will become a strong digital hub for the region, with an increase in MICE activities. It will also grow into a go-to destination for entertainment, including concerts and musicals, catering to the Southeast Asian market.

If you’re referring specifically to my business or the alcohol industry, I foresee consumer tastes and preferences becoming more discerning, with millennials likely driving future consumption patterns.

Connect with Rick: TheGuildCollective and Facebook.

Rick is a member of Rainmaker, a revolutionary movement that rallies like-minded people together based on the values of Love, Authenticity, Respect, Kindness and Youthfulness (LARKY).