When the Ty Ku rep contacted me, I was intrigued by the line of sake, soju and blends his company sold. Sake is pretty much ensconced in the American alcoholic psyche thanks to popularization of sushi over the past few decades. But soju — native to Korea — is barely known and not easily found even though it is one of the most popular drinks in Asia.
Soju is a distilled spirit usually derived from rice and most often sold at lower alcohol levels than most spirits, frequently around 20 percent ABV. This, along with a sweetness from added sugar and occasional other flavors, makes it an easy quaff. It's the choice for South Koreans out for a sociable night on the town.
And, just like in the US, it means that producers are mucking with the formula to produce more varities that can catch market share. Ty Ku Liqueur is one of those. The difference is that Ty Ku is also pushing the product here in the US. Get it in people's mouths and it might not be a hard sell.
This article appears in Mar 4-10, 2009.