The Alley strikes again, establishes a new local brand “ALLEY GO”, set to become number one new trendy drink in Malaysia

Malaysia is hot all year round, drinking a cup of drink to quench thirst has been part of everyday life. Malaysians now have another option to grab their cup of bubble tea other than visiting the store or via delivery as The Alley is now collaborating with petrol stations to launch “ALLEY GO”, becoming the first beverage brand to provide food truck service at the petrol stations.

The Alley has been in the Malaysian market for nearly five years, becoming a household beverage brand with its Brown Sugar Deerioca series. It is now expanding its footprints via the establishment of a new brand, ALLEY GO, aims to give their customers a brand-new experience. Apart from the quality, in order to adapt to the fast-changing market, ALLEY GO will also offer exclusive menu. The Alley Malaysia chief executive officer Ng Zhen Wei said the three core values of ALLEY GO are “fashion”, “creative” and “fast”. “While upholding the principle of providing fast and quality new drinks to our customers, we also want to lead the market in a fun and creative way, hence, we decided to launch this new project in collaboration with petrol stations.”

In extending The Alley's brand spirit, 20 percent of the menu will be The Alley best sellers and 80 percent are new menu, and cheapest menu on the menu will only cost RM3. The biggest advantages of ALLEY GO is saving on rentals, and at the same time have a chance to display own brand that tantamount to walking billboard. ALLEY GO is not only about business, but more toward conveying the latest trends in the market through beverages and its ambience.

As such, ALLEY GO is providing customers with stickers containing brand elements for customers to choose for their cup of drink, interaction with customers, breaking the traditional concept the shop brand to be printed on the beverage cup. Also offer customers fun elements, let them take part in the creative process in finishing their own drink. Ng hopes with this new collaboration, The Alley will be become the benchmark for Malaysian tea-based beverage brand, and a major step to enter the international market.

Eighty percent of the items on ALLEY GO menu are new while the remaining twenty percent are the best sellers at The Alley. ALLEY GO will be officially launched on Oct 29 and the ceremony will be attended by the first virtual influencer in Malaysia, Melodee, embracing the concept of Digital Food & Beverage. Every truck is created by local creators with different concept, this will offer the petrol stations patrons or passers-by a new option to quench thirst and at the same time new locations to check-ins.

ALLEY GO will also roll out a new application before 2021 ends, for more information, visits www.facebook.com/alleygoasia.

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