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In the heart of New York's K-town on 32nd Street, a bold initiative by two men is making waves in the American soju market with the introduction of West 32 Soju. Initially mistaken for just another soju with different packaging, this venture, which began in a small brewery in Long Island City, has now expanded to 11 U.S. states.
Interview by Ho Sena, Editor
Photo credits: Do Yujin
Location: BARO by CHEFS SOCIETY
Daniel: Hello, I am Daniel Lee from Philadelphia. I studied economics and statistics at George Washington University and worked in corporate finance. Now, I am developing soju in New York.
Max: Hi, I'm Max Saint Louise. I majored in economics at George Washington University and, after graduating law school, I am partnering with Daniel on our soju venture.
Max: Our connection started during our time at George Washington University. A professor introduced Daniel, who had a unique grasp of economics. We became friends and moved to New York after graduating between 2007-2008. Daniel introduced me to Koreatown, and we frequently enjoyed soju, which sparked our interest in Korean culture.
Daniel & Max: As we entered our 30s, we realized that recovering from hangovers was becoming more challenging. This led us to research Korean soju, discovering fascinating facts like its affordability and the persistent hangovers it caused. We were intrigued by its global popularity and high profit margin due to mass sales. With Korean cuisine rapidly gaining ground in the U.S., we aimed to create a light, yet traditional soju. Thus, West 32 Soju was born, utilizing only simple natural ingredients without gluten from local breweries.
Max: Many Americans are unaware that soju is one of the most consumed spirits worldwide. Several top global liquor brands are soju brands, known for harsh hangovers due to heavily processed sweeteners and additives. We desired to create a 100% natural soju, devoid of processed ingredients and artificial additives, that leaves no hangover.
Daniel: Initially starting in a small brewery in Long Island City, we now operate from an award-winning professional brewery in Clifton Park, New York. Equipped with excellent filtration systems, it produces 95% pure high-quality spirits, aged in American white oak barrels, to which organic cane sugar adds a hint of sweetness. Packaged in wine bottles reminiscent of soju bottles, the label features an illustration of the New York skyline as seen from our initial venture in 2016.
Daniel: Having launched just 2-3 years ago, providing overall statistics is challenging, but our soju is now distributed across 11 U.S. states. Since mid-October, it is available in Texas and California. Initially, we were concerned about consumer reactions, but feedback has been incredibly positive, rewarding our efforts and granting us the momentum to move forward.
Max: In 2017, we were the first soju brand to win a gold medal at the New York International Spirits Competition and were named Soju Producer of the Year. Although the market reception has been favorable, there remains a journey ahead to elevate the brand value.
Daniel & Max: We describe it as Korea's vodka, lighter and smoother, ideal for first-timers. With a trend towards low-ABV drinks for health-conscious consumers, our soju-based cocktails fit this category well.
Max: I used to drink frequently, but I’ve reduced my intake since the birth of my son. However, I enjoy mixing soju with beer (laughs).
Daniel: I like soju and beer too, but also enjoy it with lemon or sparkling water. Our new West 32 Soju Reserve is excellent mixed as a highball.
Yes, we recently developed the first aged soju in the U.S., matured for six months in American white oak whiskey barrels. While the original West 32 is neutral and light, the 32% ABV Reserve offers a robust flavor with whiskey tones and natural vanilla sweetness from the barrels.
Daniel: Any cocktail made with vodka or gin can be made into a lighter version using West 32 Original. Soju slushies are also an option.
Max: In New York, West 32 Soju Reserves is recommended for martinis.
Daniel: Don’t wait for everything to be perfect before starting. Act and the details will fall into place. Be prepared to make tough decisions and learn from mistakes. My days are packed with marketing and media relations, but there's always time to manage everything.
Max: Maintaining a balanced partnership is crucial. Daniel handles inventory, procurement, and restaurant collaborations while I manage legal, accounting, and administrative tasks. Maintain a balanced relationship with your partner.
Max: We launched West 32 Soju Reserve in September, and I hope for great feedback and results. I also aim to balance a happy family life with work.
Daniel: Like Max, I aspire to excel in family and work and hope for global expansion of our soju. Thank you.
