Ty Ku Sake & Spirits Up 50% In 2012March 12, 2013
Spurred by its sake portfolio, New York-based Ty Ku Sake & Spirits saw volume hit 102,000 cases on a 50% increase last year, according to Impact Databank. With the promotional assistance of pop star Ceelo Green—now a co-owner—and the addition of a multimillion-dollar television campaign and several new retail chain accounts, the company expects growth to accelerate in 2013, with volume projected to double.
Ty Ku co-founder and CEO Andrew Chrisomalis tells Shanken News Daily the group’s core sake labels are driving growth, especially Ty Ku Sake Black (the brand’s Junmai Ginjo super-premium sake) and Ty Ku Coconut Nigori (a premium “cloudy” Junmai-grade sake launched last summer). While sake accounts for around 70% of company volume, the Ty Ku brand also includes soju and a citrus liqueur.
The California and New York markets are showing especially robust progress, says Chrisomalis, noting that the company sells around 65% of volume off-premise, with its chain accounts including Kroger, Walgreens and Target. On-premise, Ty Ku is aiming to continue increasing its presence in Asian and Asian Fusion venues, he adds. Meanwhile, the above-the-line campaign starring Green—which debuted on AMC, BET, The Food Network and other cable outlets late last month— is expected to expand consumer visibility.