‘Sipping into story’
New Beverage Case Study
How we helped a beverage company introduce their product to a new market.
THE CONTEXT
Ever heard of soju? If you haven’t, you’re not alone. The challenge here was twofold: 1) How do we educate American consumers on soju — a popular Korean drink — while 2) in parallel, also positioning Mr. Yu as the go-to source for soju? The answer? Build an authentic brand with a one-of-a-kind story.
THE WORK
Introducing an unfamiliar beverage to the market is no easy task. Historically, consumers stick with what they know. What’s that old saying, “Why reinvent the vodka?” As a fully new brand, we decided to lean into Mr. Yu’s personal story as a way to educate consumers and build a loyal audience. Instead of pretending to compete with big-box names, we decided to intentionally stand out. We wanted to be different, by design. From the placement of Mr. Yu on the bottle, to including details about his journey as a Korean-American in marketing assets, we wanted to plant a flag that this is a drink as unique as the person behind it. It might not be for everyone — and that’s the point.
WHAT WE DID:
Brand Tagline
Value Proposition
Universal Positioning Statement
Brand Talking Points
Brand Manifesto / Story
Mr. Yu Founder Bio
PR / Outreach
THE OUTCOME
I worked with the Mr. Yu team to develop and deliver a tailored, turnkey messaging package including everything they need to get the brand off the ground. With a bit of collaboration, we completed the project in less than six weeks. A few weeks later, they were selling in multiple stores and shipping product across the country. Today, they are an award-winning drink: “ADI International Spirits Competition Winner” and “Silver Medal for International Asian Spirit”
THE TAKEAWAY
Bringing a brand into a new market isn’t just about translation, it’s about transformation. To successfully introduce soju to American consumers, we had to bridge cultures, balancing authenticity with accessibility. By crafting a brand story that honored tradition while embracing modern drinking culture, we positioned soju as more than just an imported spirit—it became an exciting new staple. This project proved that with the right messaging and strategy, even a centuries-old beverage can find fresh relevance in a new market.
