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The Vow Factor: Tastemakers Odie Pineda and Charlyn Joaquin

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<p>In a generation redefining everything from wellness to nightlife, weddings are evolving too. The <strong>Tastemakers</strong>, founded by sommelier <strong>Odie Pined</strong><strong>a</strong> and hospitality professional <strong>Charlyn Joaquin</strong>, is among the first in the Philippines to treat zero-proof drinks not as an afterthought, but as an equally curated part of the celebration experience. The result is a new kind of wedding culture where inclusivity, storytelling, and intentional hospitality matter just as much as what’s poured into the glass.</p><div><br/></div><div><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1778584625022Tastemakers odie pineda charlyn joaquin.jpg" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">The Tastemakers&#x27; Odie Pineda and Charlyn Joaquin</span></span></span></div><div><br/></div><p>There was a time when a wedding bar only had one job: keep the drinks flowing and the party going.</p><p>The stronger the cocktails, the better the night supposedly was. People measured a reception by how full the dance floor became after a few rounds, how many bottles were opened, and how late everyone stayed. That kind of party culture still exists, of course. But lately, especially among younger couples, something feels different.</p><p>People still want celebrations that are beautiful and alive. They still want energy, music, and moments that feel unforgettable. But more and more, they also want experiences that feel thoughtful. Personal. Inclusive. They want celebrations that actually reflect the way they live now. And surprisingly, one of the clearest signs of that shift is happening at the bar.</p><p>The Tastemakers, founded by Odie Pineda and Charlyn Joaquin, is one of the first local groups approaching event drinks this way. Their concept feels refreshingly modern within the wedding industry: offering alcoholic and non-alcoholic cocktails with equal importance, care, and creativity.</p><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1778584888398att.bx-AZY2yXFAeexGnCoiPMa2hlf8Ajlkb1-oa-FsKgeY.JPG" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">Pineda and Joaquin (2nd and 3rd from left) with fellow representatives from different markets and Hennessy’s regional teams gathered at Château de Bagnolet, the storied Hennessy family estate in Cognac.</span></span></span></div><div><br/></div><p>Not “mocktails” that feel like an afterthought. Not soda disguised in a wine glass. Actual drinks with complexity, texture, presentation, and intention behind them.</p><p>What makes the story interesting is that this was never originally meant to be a sober-curious business. Odie, a sommelier who previously worked with Moët Hennessy Philippines, originally envisioned The Tastemakers as a wine-and-cocktail education concept. But during one of their first wedding fairs, they noticed something unexpected. Guests were declining complimentary alcoholic drinks while asking if there were non-alcoholic options available.</p><p>“It became clear that there was an underrepresented voice within the events space,” Odie shared. “Instead of resisting that insight, we chose to follow it.”</p><p>That observation says a lot about where celebrations are headed now.</p><p>Globally, Gen Z is drinking less than previous generations. Not necessarily because they are anti-alcohol, but because they tend to be more intentional about consumption. Wellness culture plays a role. So does curiosity. So does simply wanting balance.</p><p>And honestly, many younger people just no longer see getting drunk as the centerpiece of a good night.</p><p>What they want instead is experience.</p><div><br/></div><div><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1778584922379att.yUoGe5CFXpq_9BILE5eRR-oAHCjGROX98g4LEoZCCYc.JPG" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner" spellcheck="false">NO TIN TONIC: A zero-proof Filipino twist on the G&amp;T—using sampaguita flowers, tanglad, and spices—makes for a surprising drink without the buzz.</span></span></span></div><div style="text-align:center"><br/></div><p>That word came up repeatedly while speaking to both Odie and Charlyn. Experience matters now more than excess.</p><p>Couples are thinking differently about how guests move through a wedding. They are becoming more conscious of pacing, atmosphere, interaction, and inclusivity. It explains why coffee carts, matcha bars, sensory food stations, and curated beverage counters have become increasingly popular at modern weddings.</p><p>The bar is no longer just there to serve drinks. It has become part of the storytelling.</p><p>“Clients today are becoming far more intentional about the overall guest experience,” Charlyn explained. “They want offerings that feel inclusive, elevated, and thoughtfully curated for everyone in the room.”</p><p>That mindset extends even to guests who choose not to drink alcohol. Maybe for health reasons. Religion. Preference. Or simply because they do not feel like it that night.</p><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1778584955344att.O1FlqjXXD5TKUy_BYb5AtTvz2zbYO5kkHuGlrdZrkMc.JPG" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">MANUKA BLOOM - Like strolling through French lavender fields with a glass of golden honey lemonade kissed by Manuka and dark honey</span></span></span></div><div><br/></div><p>For years, those guests were usually handed iced tea or soda while everyone else received something crafted and celebratory.</p><p>The Tastemakers wanted to change that dynamic completely.</p><p>What impressed me most while talking to Odie was how seriously they approach their zero-proof drinks. There is nothing lazy about the process. Without alcohol, carrying the structure of a cocktail, they rely on layers of flavor and texture instead. Teas, herbs, spices, fermentation, kombucha, flowers, botanicals, house-made syrups, and fresh ingredients all become part of the build.</p><p>Oddly enough, creating a good non-alcoholic drink can actually be harder.</p><p>“You’re building complexity from the ground up,” Odie explained.</p><p>And this is probably where many people still misunderstand the category. There is a tendency to think non-alcoholic automatically means simpler, cheaper, or less premium.</p><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1778585052680att.TxQXYil3OINXwHLmmNU7DDsd3bsWPtKOU6kHLvuzrtg.JPG" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">Inspired by the flavor of Pinot Noir wine, subtly crisp hibiscus roselle mingle with sweet cinnamon and guava, while berry chia gives it texture.</span></span></span></div><div><br/></div><p>Charlyn admitted that this became one of their biggest early challenges. “People often associate zero-proof drinks with juice,” she said. “What they don’t see is the level of craftsmanship and layering involved.” But perceptions slowly change once guests experience the drinks themselves. Charlyn mentioned that at some weddings, guests naturally gravitate toward the non-alcoholic options simply because they are refreshing, interesting, and genuinely enjoyable. Not because they have to. Because they want to.</p><p>And maybe that is the real point here. This movement is not really about removing alcohol from celebrations. It is about expanding the experience and making space for different ways of participating in it.</p><p>One of the most telling things Odie said was this: “We looked at them through a lens where they are equals, not alternatives.”</p><p>That sentence stayed with me because it reflects something much bigger happening beyond the wedding industry. Younger generations are questioning default choices everywhere. They are becoming more intentional about what they consume, how they celebrate, and what actually makes an experience meaningful. A good party now is less about excess for the sake of excess. It is more about connection. Atmosphere. Discovery. Thoughtful details people remember long after the night ends.</p><p>The glasses are still raised. The music still gets louder as the night goes on. The celebrations are still joyful. But what people want from those moments is evolving. And honestly, it feels like a welcome shift.</p><div><br/></div><div><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1778585082539att.zbAK56Bva05Abw_pFE0eMvNUQXaZxHMFmn6BaHSdb2Q.JPG" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner" spellcheck="false">The bestselling KOMBUCHIC: Sweet berries, herbs, and ginger balance out the tanginess of the kombucha, making for a delicious and spritzy sip.</span></span></span></div><div><br/></div><div><em>Photos courtesy of <strong>Odie Pineda</strong> and <strong>Charlyn Joaquin</strong> <br/></em></div><div><br/></div><div><br/></div><div><strong>The column: The Vow Factor</strong></div><div><em>In every celebration, there’s the wow—and then there’s the why.</em></div><p>The venue, the styling, the spectacle—these are easy to see. But what sets a celebration apart isn’t just how it looks, but what holds it together: a clear point of view, a thoughtful choice, a new voice doing things just a little differently.</p><p>&quot;The Vow Factor&quot; looks beyond the obvious—spotlighting emerging talents across the world of weddings and celebrations, from photographers and videographers to stylists, planners, and caterers, alongside new venues, destinations, and evolving services shaping how we celebrate today. Written by <strong>Marbee Shing-Go</strong>, whose years in weddings and travel as an editor and producer have shaped a distinct perspective on the industry, the column brings a considered eye to what’s new, what’s next, and what truly matters.</p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1778585194624marbee shing go the vow factor metrostyle column.jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/></div>

<p>The Tastemakers, founded by sommelier Odie Pineda and hospitality professional Charlyn Joaquin, is among the first in the Philippines to treat zero-proof drinks not as an afterthought, but as an equally curated part of the celebration experience.</p>

The Tastemakers, founded by sommelier Odie Pineda and hospitality professional Charlyn Joaquin, is among the first in the Philippines to treat zero-proof drinks not as an afterthought, but as an equally curated part of the celebration experience.

[The Vow Factor] The New Toast: Why a Young Group Called The Tastemakers Is Changing the Way Weddings Drink

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[The Vow Factor] The New Toast: Why a Young Group Called The Tastemakers Is Changing the Way Weddings Drink

Marbee Shing-Go

Published May 12, 2026 07:40 PM PHT

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