I’m a second-generation immigrant who grew up in my family’s grocery and deli, where weekends meant helping behind the counter—with a taro boba in hand—as neighbors stopped in for their weekly ritual. Boba was never just a drink; it was a reflection of our heritage and the community we built together.

Since then, boba has evolved far beyond its origins, shaped by a new generation of Asian Americans blending tradition with creativity. From boba tea protein powder to entirely new formats, it’s become a symbol of culture in motion—honoring where we come from while redefining what’s next.

Boba After Hours is my take on that evolution: real milk tea, thoughtfully infused with alcohol, designed for nights out and shared moments. It’s about bringing familiar flavors into new spaces—creating rituals, celebrating connection, and carrying our culture forward long after dark.

BRANDON HOANG, FOUNDER

Brandon Hoang is the founder of Boba After Hours, a premium milk tea liqueur inspired by Asian American culture and modern nightlife.

A second-generation immigrant, Brandon grew up in his family's grocery and deli, where weekends meant helping behind the counter with a taro boba in hand as neighbors stopped in for their weekly ritual. Boba was never just a drink—it was a reflection of community, identity, and the traditions that shaped him.

While attending the University of Washington, Brandon worked as a real estate broker to fund his entrepreneurial ambitions. It was also there that he and his friends began making clandestine batches of alcoholic milk tea, creations that quickly became campus legends and developed a cult following. What started as a fun experiment sparked a bigger question: Why wasn't there a premium milk tea liqueur that captured the flavors so many Asian Americans grew up with?

After graduation, Brandon decided to turn that idea into a company. Today, Boba After Hours blends real brewed milk tea with premium spirits, creating a new ritual that brings familiar flavors into nights out, celebrations, and shared moments.

Since launching, Boba After Hours has earned a Gold Medal at the San Francisco World Spirits Competition (92 points) and international recognition from the IWSC. Brandon believes the next generation of Asian American brands won't just preserve tradition—they'll create entirely new traditions inspired by it.

2026 San Francisco World Spirits Competition GOLD MEDAL (92 points)

2026 International Wine & Spirit Competition (88 points)

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