Issue link: https://digital.copcomm.com/i/16170
COVER STORY King of Koreatown n Los Angeles’s Koreatown neighborhood, home to not only Korean- born immigrants, but also their second- and third-generation adult children, Crown Royal has reached icon status as the spirit of choice both on- and off-premise. THE TASTING PANEL took a tour of this vibrant and bustling neighborhood with Steve Lee, Asian Market Specialist at Pacific Wine and Spirits, and learned that in Koreatown, Crown Royal is king. “The brand is so recognized in this community,” Lee explains, “It’s everywhere. The first thing you order anywhere is the Crown Special Reserve.” As we walk into Dooballo, a massive, multi-venue nightclub stocked with a light-up dance floor and nearly 40 private suites, signs of Crown Royal—as well as remnants of the previous night’s party—are everywhere. A bottle-service-only account, Dooballo is typical of the experience consumers in Koreatown are looking for. “It’s in our culture that when we get together, we do it in private areas,” explains Lee as he gestures to a karaoke machine tucked in the corner. “We like drinking and singing, and Crown Royal on the rocks, as a shot or chased with beer.” Although the brand is not yet experiencing the incredible success I Dooballo Manager Kevin Kang and owner Cathy Lim know that staying with the trends in the Korean community is key to the mega-club’s success: “This business is about motion, and keeping up with what’s new.” in Korea that it is in this Southern California enclave, many Korean tourists and business people come to Dooballo to experience the latest in Korean American trends. “People come here on business and always want to try Crown Royal, because when you travel overseas, you want to try the local stuff,” says Lee. “Koreans like to try something new all the time, and people will always upgrade to the new Crown products as well,” he continues, explaining that while customers are trading up to Crown Royal Special Reserve, he also anticipates a similar up shift with Crown Royal Black. At nearby Assi Supermarket, an entire display devoted to Crown Royal in the middle of the store’s liquor department indicates the brand’s dominance. “Brand loyalty to Crown in this community is fierce,” explains Lee, “and once a brand develops in this market, it is around for a long time.” Selling 1,500 cases of Crown Royal Special Reserve per year is a strong indicator of the brand’s strength in the market, which Lee and Assi Supermarket owner Daniel Rhee predict will lead to success with the brand’s newest Black expression, thanks in part to a younger generation of Korean-American drinkers. “Younger drinkers are moving away from vodka and tequila, and their trends coincide with the larger Korean com- munity,” says Lee. “They’re coming home.” —Rachel Burkons Daniel Rhee, owner of Assi Supermarket, has a special display for Crown Royal, indicating the brand’s importance. meets West in this karaoke bar extravaganza. “We are a fusion of both American and Asian style . . . a giant karaoke fun house,” says Jeff Ng, Bar Manager. It’s like Epcot, for drinkers. Private rooms, sponsored by liquor brands have colorful décor. The Outdoor Room, with green indoor-outdoor flooring and wooden benches, is a unique twist for a bar. The newly created Crown Royal Room is sure to be a popular spot, with plush purple couches, curtains, lining and a giant throne. How much more royal does it get? — Liza Gershman San Francisco’s Royal Surprise N Bar Manager Jeff Ng says Crown Royal is a hit at Pandora. september 2010 / the tasting panel / 33 estled in the heart of San Francisco, in a soon-to-be-gentrified corner of the infamous Tenderloin, sits a world of wonder: Pandora Karaoke and Bar. East PHOTO: MARIA SCHRIBER CREDIT: PHOTO: MARIA SCHRIBER PHOTO: LIZA GERSHMAN