Issue link: http://digital.copcomm.com/i/164544
how we're marketing the brand." But, he says, "it's definitely something the consumer's looking for." Seifert also views the addition of green tea as a good way to entice wary consumers to the saké category. "The second most popular drink in the country is tea," claims Seifert, "so for the American consumer With a graphic design background, SakTea President who did not grow up with Cory Bender designed the packaging, which is some association of sake, intended to be versatile and beach-and-pool-ready. the green tea as a refer"And people are also a lot more likely to recycle cans ence point makes it more than glass," adds co-founder Jason Seifert. accessible, understood and enticing. " people who are always looking to reinCreating a bridge vent the wheel," admits Seifert) began into the saké category for bewildered making a home brewed batch of the consumers aside, SakTea is right on infused sake, and before long, Bender, trend with what the rest of the industry a graphic designer, began tinkering is doing: "If you look at the spirits busiwith various packaging ideas. "We ness right now, not only are companies experimented with all sorts of bottles exploring flavor variations on classics, and cans before we ended up taking a but so many companies across various slim can and wrapping it in vinyl. Those categories have some sort of tea offercans sat shelved in his office for a year ing, from tea vodkas, to tea whiskies," or two before we took another look at says Seifert. "It's the obvious progresthis thing and said 'Let's do this.'" sion, we think, for tea-sake to be next in line." From Dream to Bottle On target and on a good track, the Fast forward to April of 2013: SakTea, brain trust behind SakTea's come a now a product brewed and bottled in long way from their youthful roots Cold Spring Minnesota and available as motocross buddies. "I have three for sale in California (distributed by children, so I know it's not quite the Southern Wine & Spirits). "We're very same thing," says Seifert, sipping on a strongly sushi- and Asian-focused," SakTea cocktail. "But it's the same gut says Seifert, who explains that the feeling. I'm a proud papa." on-premise market is allimportant and capturing the California sushi-loving consumer who spends their days at the beach and their evenings relaxing with friends over drinks is the ideal SakTea consumer. "People like that it is refreshing and pairs well with everything. It doesn't make them feel full; it isn't too high-alcohol; it's all natural, gluten-free and relatively low in calories at just 75 calories SakTea offers endless possibilities as a cocktail builder on-premise. "It's been so fun to mix with this per serving." But, says Seifert, trendy as "skinny" product," says Chris Hall, bartender at Dragon's Den in San Diego. "And from a service perspective, when may be, that's just icing you're in a high volume bar, this is just easy and on the cake. "That's just an added perk for us, not ready to go." See sidebar for recipes. Chris Hall is a bartender at Dragon's Den in San Diego and loves SakTea served on ice. Application On-Premise While it's easy to take one look at SakTea's sleek packaging and be whisked away on a retail reverie, the on-premise scene is where the brand truly shines. "Our customers love this product, says Michael " Lou, owner of San Diego's Dragon Den, an Asian-centric eatery where saké's been in the spotlight from the get-go. "It's actually more versatile, more approachable than saké for our guests. There might be people who think they don't like saké—but they like green tea, so they're willing to try it. " Agrees bartender Chris Hall, "It's a great entrance to saké. If you've never had saké or you don't know much about it, because of the infusion, it's easy for people to open their minds to something new. And " with a flavor that allows for "endless mixability, according to Hall, " customers will always have something new to try: "We're coming up with new SakTea drinks every few weeks, because there's so much to play with in its flavor profile. It's never the same drink over and over again—and we love that!" SakTea Ginger ◗ 1 can of SakTea over ice ◗ 1 oz. SKYY Ginger float ◗ Mint garnish SakTea Dragonfruit ◗ 1 can of SakTea over ice ◗ 1 oz. SKYY Dragonfruit ◗ Berry/mint garnish september 2013 / the tasting panel / 7 TP0913_001-33.indd 7 8/22/13 9:16 PM