No Sleep Beverage, an alcohol beverage investment and consulting company, is pleased to announce its latest investment, further expanding its portfolio with innovative and culturally resonant beverage alcohol brands: Yoju.
Yoju marks No Sleep Beverage’s first investment in the booming ready-to-drink (RTD) category. Most brands selling spirits-based RTDs utilize vodka or tequila as their base. Yoju instead uses Soju, which it mixes with yogurt and Asian flavors to create a highly differentiated RTD and a distinct drinking experience. While Western audiences may be confused by the inclusion of yogurt in an RTD, the “yogurt soju” (the name “Yoju” is derived from “Yogurt Soju”) is an incredibly popular cocktail in Korea and in Korean bars and restaurants across the US. The yogurt used is more akin to Yakult – a liquid yogurt one drinks – than the Greek-style yogurts most commonly found on Western supermarket shelves. The result is a slightly viscous, rich cocktail that is fruity and refreshing. Consumers frequently compare Yoju to drinking a creamsicle.
Says Charlie Rodman, CMO of No Sleep Beverage, “Yoju perfectly captures NSB’s philosophy of investing in drinks brands that embrace culture and transcend consumers’ expectations. Yoju delivers a new kind of drink experience for many Americans; it usually starts with some uncertainty and always ends with excitement. That lets us know the brand is delivering something fresh.”
“We’re super excited to partner with the No Sleep team” adds Yoju co-founder Steven Tang. “As a company that’s trying to define a new category, we found ourselves drawn to No Sleep’s philosophy of betting on new cultural movements. They bring decades of beverage alcohol expertise to every facet of our business and I can’t think of a better partner to help us take Asian spirits into the mainstream.”
Yoju is currently available in California, DC, Hawaii, Maryland, Virginia, and Washington as well from the company’s website www.drinkyoju.com.