Ceelo Green Is the New Voice Of

MAY 2012 · 3.95 Rule

CeeLo Green is the New Voice of

Conitra Elzie of Blue Martini TY KU in Las Vegas. Singing the Praises of Saké

PHOTO: F. SCOTT SCHAFER

PHOTO: RUSSELL JAMES COVER STORY

TYSaké’s KU: Warrior GETS SOCIAL! Brand WITH INNOVATIVE MARKETING, PRECISELY- THE TASTING PANEL loves being a paper-and-glue publication, but our social media outlets are on the up-and-up! If you like seeing what we have to offer in EXECUTED PARTNERSHIPS AND A PASSIONATE our pages every month, you’ll love us in the digital universe too! 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”

by Rachel Burkons

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 Find us on Facebook! We’ll Tweet You Right! is actually brewed in a process similar to that used in beer production and is therefore more like rice beer). Our Facebook page is chock-full of fun photos We’re all over the Twitterverse, so But after decades of mystery and misunderstanding, and interesting industry news! Be sure to “Like” be sure to follow us there for photo saké is making inroads with American consumers whose ever-exploratory and increasingly-educated us there today! updates and breaking news! palates are eager to conquer new categories. www.Facebook.com/TastingPanelMagazine www.Twitter.com/TastingPanel 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 Meet the Saké Logun: fare (Extraordinary Tip Number Two: Only drinking CeeLo Green’s newest saké with Asian foods is like only drinking scotch with alter-ego, the extraordi- haggis. Enough said). Use a QR code reader on your smartphone Use a QR code reader on your smartphone nary warrior-protector of Most importantly, the saké category fi nally has a to take you directly to our Facebook page! to fly to our Twitter feed! TY KU Saké. Warrior Brand to defend its honor, educate and appeal Click that “Like” button! Follow us there! to U.S. consumers and activate the trade on all levels:

PHOTO: ERICA BARTEL TY KU.

may 2012 / the tasting panel / 49 PHOTO: DANIELLE “DEED” DEBRUNO COVER STORY

The Battle Begins When TY KU launched in Las Vegas in 2007, the brand’s founders, a couple of self-described “Japanophiles,” approached the prospect of launching a line of premium sakés in the U.S. with two distinct goals in mind: First, the product would need to honor the Japanese tradition and cultural signifi- cance of saké; second, it would need to open the category to a U.S. audience. “We started this company out of our deep respect for the culture and heritage of Japan, and a real desire to bring the best of The East to The West,” explains Andrew Chrisomalis, one of the brands founding partners. “But there was also a real need to demystify Japanese sakés and spirits for the American consumer.” Faced with a challenge to both respect and modify tradition, TY KU’s flagship product was its innovative Citrus Liqueur, made from soju and a variety of traditional Japanese flavors (Extraordinary Tip Number Three: Soju/shochu is the number one distilled spirit in the world, and TY KU Soju is crafted from Japanese barley). With its PHOTO: DANIELLE “DEED” DEBRUNO

With eye-catching bottle shape that rises off the backbar and branding in English, TY KU has made saké accessible to the U.S. audience.

illuminated pyramid-tower bottle glow- explains Tara Fougner, Director of ing a vibrant and eye-catching green, Marketing for TY KU. Fougner likens TY KU Citrus Liqueur would become a saké’s ascent to that of tequila, a beacon for the brand as it shifted gears category that was also once largely to focus on its true mission: demystify- misunderstood and rose to commercial ing saké. prominence by Americanizing the Since its introduction in the United language and branding on the bottle. States, one of saké’s biggest hurdles “We made a conscious decision to go was a simple language barrier: Brand with an Americanized name in English names and labels had long been characters, because it simply made printed in only Japanese, leaving the sense. We had to think outside of the uninitiated English-speaking consumer box to innovate the category.” not only in the dark about exactly what they were drinking, but also in a Amassing a TY KU Army difficult position to remember which Decipherable branding was the first Southern Wine and Spirits Director of sakés they may have liked so they could step on TY KU’s path to saké stardom, Mixology Francesco Lafranconi has been order them again. So when TY KU but it would take more than a catchy a longtime saké evangelist, and credits launched with English-language bottles name to truly burst through the fog TY KU’s influence on the category for the and a pronounceable, memorable surrounding the category. “It all starts industry. “When bartenders get the kind brand name that demands repeat calls, with the saké, with what’s in the of education the TY KU team is provid- saké was suddenly scrutable. bottle,” admits Fougner. “We’re here ing, they begin to understand the DNA of “We were the first ones out there to bring authentic Japanese saké to the the product,” he says. to market saké like a spirit company,” American consumer, first and foremost.”

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

the TY KU White, which is a delicious, PHOTO: DANIELLE “DEED” DEBRUNO 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

may 2012 / the tasting panel / 51 COVER STORY PHOTO: DANIELLE “DEED” DEBRUNO Meet the Newest TY KU: Coconut Nigori PHOTO: DANIELLE “DEED” DEBRUNO At last month’s WSWA Convention, THE TASTING PANEL caught up with Southern Wine & Spirits Director of Mixology Francesco Lafranconi and team TY KU to get Lafranconi’s thoughts as he tasted the just-released TY KU Coconut Nigori for the first time (Drink Extraordinary Tip Number Five: Nigori Saké is unfiltered, giving it a cloudy appearance). “The new sibling in the TY KU family, Coconut Nigori, is incred- ibly delicate and sophisticated. Las Vegas’s Social House is an on- The coconut is so well integrated premise evangelist for TY KU. General into the saké, but the saké is Manager Michael LaPorte and his staff still allowed to come through,” turn to TY KU to help customers find the Lafranconi told us, moments after right saké to suit their needs. “There’s his first sip. “The tropical fruit is something for everyone,” he says. not overpowering, and there is good balance. It’s so simple to calories of most vodkas), and TV’s become addicted to this product!” Millionaire Matchmaker, Patti Stanger, Lafranconi was so inspired that he created a recipe featuring the product: whose hit show will “feature TY KU as Meet TY KU Coconut Nigori, the shining star in the Exotic Feelings cocktail. the fourth star” on the upcoming sixth season. These partnerships do double- duty, providing not only big-name endorsement, but also major outlets for continued education on the brand and the saké/soju categories as a whole. Exotic Feelings “Patti is very innovative, and is a great partner in helping us get our ◗ 3 oz. TY KY Coconut Nigori message out,” explains Chrisomalis, ◗ 1 oz. vanilla vodka “and Perez Hilton is an icon in the ◗ 2 oz. Fever-Tree Ginger Beer online world. He’s aided our efforts ◗ 3 sprigs of fresh mint to become the number one brand ◗ Juice of 1 lime wedge online in the industry—wine or ◗ Muddle mint in a Collins glass briskly, spirits!—tremendously.” then add remaining ingredients. Fill But as TY KU has whittled away at glass with ice, stir and serve with the mystique surrounding the category, lime squeezed on top. Garnish with creating a larger space for saké in mint sprig and fresh-shaved coconut. the cultural lexicon, the brand has secured a brand warrior like no other to propel saké’s push into the spotlight: He’s in our living rooms twice a week the hit TV show, The Voice, he’s got a massive and loyal following online, he serenaded throngs of fans on the 50 yard line during this year’s Superbowl CREDIT: FRANCESCO LAFRANCONI halftime show and, oh yeah, he won two Grammys this year. He’s CeeLo Green, but you can call him the Logun, the new Shogun of saké. “When we first started talking to CeeLo, we knew that this would be a perfect partnership,” explains Fougner.

52 / the tasting panel / may 2012 “He approached us with a strong vision and said, ‘I want to be a saké professor. What the Stars are Saying I want to be a warrior champion.’” Known for his fantastically funky and outlandish outfits, CeeLo invented a THE TASTING PANEL spoke with TY KU owner-partners CeeLo Green and new saké-inspired persona for himself, Patti Stanger to find out exactly what they love so much about the innova- updating the ancient tradition of the tive brand. Here are a few highlights: Japanese Shogun with his signature On the (low-cal and gluten/sulfite-free) health benefits of saké and soju: soulful style. Patti Stanger: I’m gluten-free, so when I saw this particular brand, I “The Logun is yet another alter really fell in love with it, like it was my drink. I can drink it and not get a ego of CeeLo Green,” CeeLo tells headache, and it really feels like part of a healthier life. THE TASTING PANEL. “I’m a master CeeLo Green: You drink to commemorate and celebrate a job well done, marketer, and I don’t mind my sense and I think if you’re drinking healthy you can drink a little bit more! of humor being infused into whatever On their favorite way to drink TY KU: I’m doing—but we’re serious about Patti Stanger: In our business, we’re always having cocktails, and we

having fun. The Logun is there to PHOTO COURTESY OF TY KU drink saké with ensure that everyone is drinking TY everything. I love KU Saké,” he says coyly, suggesting the Soju straight that if you aren’t, you’re missing out and the Citrus on something special. Liqueur with a bit To get people on board with TY KU, of sparkling water, the Logun will be a valuable voice and I think a TY KU in TY KU’s educational efforts. “It’s Mojito is the perfect really important to us that we use first date cocktail. our partnerships as an educational CeeLo Green: My platform, but in a way that’s also favorite way to drink fun, approachable and memorable,” it was when I won continues Fougner. two Grammys last

With CeeLo’s authoritative persona PHOTO: ERICA BARTEL doing double duty as educator and entertainer, TY KU will continue to be month. But I would the driving force in the saké category. have it with Chilean “In the U.S., saké consumption is really Sea Bass: Saké, sea ballooning up, and we’re very excited bass and CeeLo to be a part of that,” says Fougner. Green—that’s not “With TY KU, we want people to a one-night stand, feel more comfortable and confident that’s a weekend! ordering saké. It’s not ‘Oh, I’ll just have On the future of your house saké’ anymore, because saké with TY KU: we’re giving consumers an accessible Patti Stanger: option. If a consumer knows TY KU, One thing about either through our marketing efforts saké is that it is or partnerships or just as part of the very romantic. I TY KU’s celebrity partnerships are hands-on category’s growth, it gives them a level want to learn more collaborations. Left: Millionaire Matchmaker Patti of confidence when ordering saké, and about the culture Stanger and TY KU Western Regional Manager Kelly allows them to explore premium sakés of saké and take Reid Smith enjoy the extraordinary life. Right: The as well.” it mainstream and TY KU-Lo Team at the CeeLo Green/Logun photo And for funk/soul/saké master CeeLo more Western, shoot work together to create great things. Anthony Green, saké confidence is important. and I think you’re Martini, TY KU Music and Talent Manager; Khristian “TY KU is very soft spoken; it’s not going to be seeing Tejada, TY KU Creative Director; Chauncey Bell, aggressive, and it’s subtle, but there’s a lot of TY KU this CeeLo Green Assistant Manager; Tara Fougner, TY power in making that choice, and in season on the KU Director of Marketing. having great taste.” The funk-soul mas- show. I’m going ter, known to be a bit of a Lady Killer to teach how to cook with it on the show, and I’ve found a way to make (the name of this Grammy-winning tiramisú with TY KU Soju. third album), continues, inviting the CeeLo Green: Saké is not as Americanized as it will be when we make uninitiated to dip their toes into the it more accessible. The agenda is to open it up to a broader market, TY KU waters: “And there’s definitely where saké is something that can be enjoyed casually at the club— something sexy about doing something or anywhere. for the first time!”

may 2012 / the tasting panel / 53 MAY 2012 · 3.95

CeeLo’s Favorite Four Letter Word TY KU The Quest to Conquer the Saké Category

PHOTO: F. SCOTT SCHAFER