Issue link: http://digital.copcomm.com/i/65124
TY KU: Saké' by Rachel Burkons Meet the Saké Logun: CeeLo Green's newest alter-ego, the extraordi- nary warrior-protector of TY KU Saké. PHOTO: ERICA BARTEL aké, perhaps more than any other beverage category in the United States, has been patient on the path to stardom. Despite a rich and ancient heritage, saké has remained largely misunderstood, served warm in ceramic carafes at sushi joints, overshadowed as a mere bombing partner for beer and mislabeled as everything from a spirit to a rice wine on its path to the spotlight (Extraordinary Tip Number One: Saké is actually brewed in a process similar to that used in beer production and is therefore more like rice beer). But after decades of mystery and misunderstanding, saké is making inroads with American consumers whose ever-exploratory and increasingly-educated palates are eager to conquer new categories. Tastemaking mixologists have elevated saké by embracing its swapability in a variety of cocktails, and restaurants and bars have begun to examine saké's potency as a white wine-alternative on wine lists that fall outside the traditional mainframe of Asian-focused fare (Extraordinary Tip Number Two: Only drinking saké with Asian foods is like only drinking scotch with haggis. Enough said). Most importantly, the saké category fi nally has a Warrior Brand to defend its honor, educate and appeal to U.S. consumers and activate the trade on all levels: TY KU. may 2012 / the tasting panel / 49 COVER STORY s Warrior Brand EXECUTED PARTNERSHIPS AND A PASSIONATE TEAM WORKING IN SUPPORT OF A BRAND—AND CATEGORY—THEY LOVE, TY KU IS LEADING THE CHARGE FOR SAKÉ AND INVITING THE WORLD TO "DRINK EXTRAORDINARY" WITH INNOVATIVE MARKETING, PRECISELY-