Issue link: http://digital.copcomm.com/i/65124
"He approached us with a strong vision and said, 'I want to be a saké professor. I want to be a warrior champion.'" Known for his fantastically funky and outlandish outfits, CeeLo invented a new saké-inspired persona for himself, updating the ancient tradition of the Japanese Shogun with his signature soulful style. "The Logun is yet another alter ego of CeeLo Green," CeeLo tells THE TASTING PANEL. "I'm a master marketer, and I don't mind my sense of humor being infused into whatever I'm doing—but we're serious about having fun. The Logun is there to ensure that everyone is drinking TY KU Saké," he says coyly, suggesting that if you aren't, you're missing out on something special. To get people on board with TY KU, the Logun will be a valuable voice in TY KU's educational efforts. "It's really important to us that we use our partnerships as an educational platform, but in a way that's also fun, approachable and memorable," continues Fougner. With CeeLo's authoritative persona doing double duty as educator and entertainer, TY KU will continue to be the driving force in the saké category. "In the U.S., saké consumption is really ballooning up, and we're very excited to be a part of that," says Fougner. "With TY KU, we want people to feel more comfortable and confident ordering saké. It's not 'Oh, I'll just have your house saké' anymore, because we're giving consumers an accessible option. If a consumer knows TY KU, either through our marketing efforts or partnerships or just as part of the category's growth, it gives them a level of confidence when ordering saké, and allows them to explore premium sakés as well." And for funk/soul/saké master CeeLo Green, saké confidence is important. "TY KU is very soft spoken; it's not aggressive, and it's subtle, but there's power in making that choice, and in having great taste." The funk-soul mas- ter, known to be a bit of a Lady Killer (the name of this Grammy-winning third album), continues, inviting the uninitiated to dip their toes into the TY KU waters: "And there's definitely something sexy about doing something for the first time!" What the Stars are Saying THE TASTING PANEL spoke with TY KU owner-partners CeeLo Green and Patti Stanger to find out exactly what they love so much about the innova- tive brand. Here are a few highlights: On the (low-cal and gluten/sulfite-free) health benefits of saké and soju: Patti Stanger: I'm gluten-free, so when I saw this particular brand, I really fell in love with it, like it was my drink. I can drink it and not get a headache, and it really feels like part of a healthier life. CeeLo Green: You drink to commemorate and celebrate a job well done, and I think if you're drinking healthy you can drink a little bit more! On their favorite way to drink TY KU: Patti Stanger: In our business, we're always having cocktails, and we drink saké with everything. I love the Soju straight and the Citrus Liqueur with a bit of sparkling water, and I think a TY KU Mojito is the perfect first date cocktail. CeeLo Green: My favorite way to drink it was when I won two Grammys last month. But I would have it with Chilean Sea Bass: Saké, sea bass and CeeLo Green—that's not a one-night stand, that's a weekend! On the future of saké with TY KU: Patti Stanger: One thing about saké is that it is very romantic. I want to learn more about the culture of saké and take it mainstream and more Western, and I think you're going to be seeing a lot of TY KU this season on the show. I'm going to teach how to cook with it on the show, and I've found a way to make tiramisú with TY KU Soju. CeeLo Green: Saké is not as Americanized as it will be when we make it more accessible. The agenda is to open it up to a broader market, where saké is something that can be enjoyed casually at the club— or anywhere. TY KU's celebrity partnerships are hands-on collaborations. Left: Millionaire Matchmaker Patti Stanger and TY KU Western Regional Manager Kelly Reid Smith enjoy the extraordinary life. Right: The TY KU-Lo Team at the CeeLo Green/Logun photo shoot work together to create great things. Anthony Martini, TY KU Music and Talent Manager; Khristian Tejada, TY KU Creative Director; Chauncey Bell, CeeLo Green Assistant Manager; Tara Fougner, TY KU Director of Marketing. may 2012 / the tasting panel / 53 PHOTO: ERICA BARTEL PHOTO COURTESY OF TY KU