If you can't make decent beer...

[Tapsucker]

Interesting article below from Brandweek on A-B producing Ku. It's actually a pretty good beverage, but I haven't tried their version.



Link is here: http://www.technologymarketing.com/bw/n ... 1003559063




Anheuser-Busch Makes Something Old New Again

Anheuser Busch continues to explore new markets with the addition of Korean drink Ku Soju, a vodka-like beverage distilled from sweet potatoes.

March 16, 2007

By Mike Beirne

CHICAGO -- Anheuser-Busch continues dabbling with new products and is about to make its second move into the spirits category with a 1,300-year-old Korean drink.

The leading brewer has partnered with Ku Soju Inc., Laguna Hills, Calif., to test market and distribute Ku Soju, a vodka-like beverage distilled from sweet potatoes. The beverage, distilled by Doosan of Seoul, boasts a third less calories than vodka and, at 48 proof, contains less alcohol than hard liquor. Alcohol content is key for the A-B network of nearly 700 distributors because Ku can be sold in stores that are licensed to sell beer, wine and—as is the case with licensed on-premise accounts in California and New York—beverages with no more than 24% alcohol by volume (abv). Ku Soju previously had been distributed in California by Southern Wine & Spirits.

“There’s huge potential,” said Norman Suh, president of the Ku Soju. “This is a mainstream brand for everybody. It’s much smoother, and if you compared Ku against any super premium vodka on the market—Grey Goose, Belvedere, Chopin—we’ll come out on top in any taste comparison.”

Analysts have speculated that A-B under the leadership of August Busch IV would be less coy about acquiring a liquor brand or even a distillery. Doing so would help the brewer pursue the changing tastes of drinkers who have gravitated to wine and spirits during recent years while the market share for beer has slipped. However, such a move would undermine A-B’s stance that beer is the beverage of moderation compared with hard liquor. The brewer has been conveying that moderation argument with its “Here’s to Beer” promotion.

While Ku contains 24% abv versus the 4 to 6% abv typically found in beer, the brewer still can pitch the social responsibility angle by pitting Ku cocktails against vodka martinis. The appeal for bartenders is that consumers will have more capacity to order Ku drinks and could tip more often than they probably would if they’re drinking mixes with vodka, rum or whiskey. Another attraction is the novelty of a beer company introducing mainstream consumers to a new liquor category—soju.

“It’s all about social responsibility, and who’s the king of social responsibility in the market place,” Suh said referring to his partner.

He declined to divulge marketing details other than to say sampling will be a big component, and Ku did harp on the attributes of smoother taste, less calories and less alcohol during tests in California. A-B also will battle spirits rivals by rolling out Mxologi Hurricane, which contains 12% abv. The pre-mixed malt beverage, inspired by the unofficial cocktail for New Orleans, was among the new product samples featured earlier this week during the A-B’s wholesalers’ conference staged in the Big Easy.

Some wholesalers are just now opting to pick up Jekyll & Hyde, two 80-proof liqueur products that A-B introduced through its Long Tail Libations marketing unit during November 2005.

[Derek]

I had a Korean friend that brought Soju back in personal-sized drinking boxes (just like the little juice boxes). Strange idea... yet quite drinkable for something over 20% abv.

With A-B's experience with rice, it's odd they didn't try sake.