Issue link: https://digital.copcomm.com/i/65124
With four sakés currently in the portfolio, TY KU has kept authenticity in its sights while also offering value- driven options to the burgeoning saké consumer. TY KU Silver, the brand's Junmai expression, TY KU Black, the Junmai Ginjo and TY KU Coconut Nigori are produced in Nara, Japan, the birthplace of saké, where the first brewery dates back to 680 A.D., and TY KU White, the brand's ultra-premium Junmai Daiginjo, is handcrafted in Yamagata, where the best sakés in the world are produced. With traditional Japanese produc- tion giving way to world-class sakés and uniquely Americanized branding appealing to a wide base of consum- ers, TY KU has presented a rare opportunity to the trade as a brand that not only sells on exotic appeal, but also accessibility. "TY KU was the very first to capitalize on the opportunity to market saké to in a very accessible manner, so the less sophisticated consumer can feel comfortable with the product, but the product inside the bottle is one of the best on the market," explains Southern Wine and Spirits Director of Mixology Francesco Lafranconi, a true evangelist for the brand since its inception. "TY KU brings a different approach and energy and excitement for the saké category to the industry. This is a product that will be responsible for increasing the popularity of saké in the United States." "Another very savvy move, market- ing-wise, was to create a range of sakés at different price points," continues Lafranconi. In Las Vegas, where more saké is sold than anywhere else in the U.S., Michael LaPorte, General Manager at hip eatery Social House agrees: "TY KU is an interesting brand, because it really has appeal on both sides. You can have a product like TY KU Silver that's less 'traditional,' and meant for a new palate, someone trying saké for the first time. Or you can have the TY KU White, which is a delicious, beautiful saké that can appeal to an expert or traditionalist in a very easy way. There's something for everybody." With the trade firmly in its corner, TY KU has continued its battle for the saké category with extensive, ongoing consumer education through a variety of channels, including clever social media initiatives, a branded presence at popular youth-driven events such as South by Southwest and strategically- selected celebrity partnerships that have truly given the brand—and the category—a voice. A Voice for Saké In the wine and spirits industry, finding a celebrity partnership that is truly reflective of your brand's particular appeal is a delicate dance: You want an evangelist for the brand who taps into a diverse audience, but you also want someone whose personal style, tenets and passions are consistent with your own. TY KU has found perfect fits in owner-partnerships with online impresario Perez Hilton, who's championed TY KU Soju as a key part of his well-documented weight loss (Extraorindary Tip Number Four: Soju, also known as Shochu, packs half the TY KU in Sin City At Social House in Las Vegas, guests from all over the world experience TY KU. From TY KU Silver sold in carafes at happy hour, to TY KU Black and White on bottle service, Social House offers a TY KU for every level of saké consumer. "TY KU is a good reflection of the way I like to think about the entire beverage selection here at Social House: There's something for everybody, but also at the highest quality possible," explains General Manager Michael LaPorte. While LaPorte is partial to TY KU White, calling its release "a clear dedication to making a quality product," he also makes use of TY KU's two spirit releases, TY KU Citrus Liqueur and TY KU Soju for the restaurant's cocktail program. "We'll get a lot of young ladies coming in and asking for a 'skinny' cocktail, so we'll suggest this drink," says LaPorte, who whipped up the Rodan for us to show just how versatile TY KU can be. The Rodan ◗ 1¼ oz. TY KU Soju ◗ ¾ oz. TY KU Citrus Liqueur ◗ ¾ oz. fresh lime juice ◗ ¾ oz. simple syrup ◗ 2 oz. Sprite ◗ Sugar cane stick garnish may 2012 / the tasting panel / 51 PHOTO: DANIELLE "DEED" DEBRUNO