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June 26, 2023

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Founded in 2015 by Carolyn Kim, a Korean American mother and non-profit lawyer, Yobo Soju was born out of a desire to create an elegant soju that resonated with evolving lifestyles and refined tastes.

As the first American hand-crafted soju made in the New York Finger Lakes, Yobo quickly gained recognition, winning awards and becoming renowned for its exceptional taste.

In 2021, John Noe joined the team as an investor and CEO, aiming to propel Carolyn’s vision to new heights. With offerings like Hunni Soju, YoboKish, KTOWN Soju, and Yobo Soju Luxe, they cater to various consumer preferences and occasions, making soju accessible to a wider audience.

Yobo Soju stands out from other brands by choosing to craft their soju from grapes, a departure from the traditional rice-based approach. This unique choice pays homage to Carolyn’s Korean American heritage and the desire to create a more premium and high-quality soju. The result is a velvety smooth liquid with a floral aroma and fruitiness, capturing the attention of cocktail bars and restaurants seeking to elevate their creations.

In an interview with John Noe, he shares his insights into the journey of Yobo Soju and its impact on the spirits market. Join us as we delve deeper into the story behind Yobo Soju and discover the inspiration and passion that drives its success.

HOW YOBO SOJU CAME TO LIFE

Yobo Soju was started in 2015 by Carolyn Kim, a Korean American mother of twins and a non-profit lawyer. At the time, there weren’t many premium soju on the market. While she enjoyed drinking soju in her earlier years, she wanted something that suited her evolving lifestyle and taste.

Carolyn Kim

In a word, she wanted to create a soju that was ‘elegant.’ From that ambition, Yobo Soju was born, the first American hand-crafted soju made in the New York Finger Lakes. Immediately, Yobo won several awards and was touted for being one of the best-tasting soju available. Yobo made its way into top restaurants, cocktail bars, and retail accounts, and was ready to grow. 

In 2021, I joined the team as an investor and CEO to push Carolyn’s vision further. We had a great product and initial distribution but needed to get to the next level. In developing our strategy, we started from the very top and figured we’d work our way down. How do we win over U.S. consumers completely unfamiliar with soju? If we could do that, winning existing soju consumers or lapsed soju consumers would be easy by comparison. From there, the obstacles started to stack.   

Distributor: Will there even be any interest in soju?

Retailer: Where would I even put soju on my shelves?

Bar manager: How do I even serve soju?

Consumer: What is soju? How do I drink it?

Our strategy was to take our single product and to expand into a diverse portfolio that could navigate our obstacles. We created Hunni Soju, a ready-to-drink flavored soju cocktail line, to utilize a more approachable single-serve format. We created YoboKish, a range of unique aperitifs using our soju as its base, to reach mixology enthusiasts at home and at the bar. We created KTOWN soju, a range of all-natural flavored soju made with real fruit juice, as a playful way to drive soju trials in a multi-serve format. And we elevated our original distilled soju, renaming it Yobo Soju Luxe to honor traditional soju making while adding our own Korean American twist. Together, we’ve created a diverse Asian American spirit portfolio that can bring soju to nearly any type of account and occasion.

Together, the portfolio represents a diverse range of Asian American spirits to meet consumers of any level of soju familiarity. Since 2020, Yobo has expanded from 2 SKUs to 18 SKUs and our annual case volume has grown 50x with distribution in over 30 states. The strategy that seemed risky and overly ambitious in 2021 is now beginning to take hold.  

Mass soju is a low-cost product produced at a significant volume that isn’t known for its great taste. But it’s the spirit of Korea, so why couldn’t it be more premium and made of higher quality?

John Noe

USING GRAPES TO CRAFT SOJU

Carolyn was very thoughtful in creating the first Korean American soju. Like her own identity, she wanted to source ingredients that were local to her while paying homage to her history and origin.

At the time, she lived in New York City, and so the idea of using Catawba grapes grown nearby in the Finger Lakes became an interesting choice. There was a disruptive statement to be made as well. In a category dominated by men, how would she represent Korean American women in creating the first soju made in America?

Mass soju is a low-cost product produced at a significant volume that isn’t known for its great taste. But it’s the spirit of Korea, so why couldn’t it be more premium and made of higher quality? Producing soju from grapes resulted in a liquid with a floral aroma, fruitiness, and a velvety smooth finish. Yobo was quickly adopted by cocktail bars and restaurants that wanted to create higher-end cocktails with soju. Consumers lauded its taste and Yobo gained a niche following.

Since then, we moved our operations to California and updated the branding, packaging, and formula for our flagship soju now called Yobo Soju Luxe. The formula change is one we didn’t take lightly. Moving to California not only gave us the ability to source grapes from California but to source rice as well. After much trial and error and countless recipes, we ended up with the current Yobo Soju Luxe formula made from organic wheat, California rice, and California grapes. It’s a blend that combines the best of each of those ingredients giving us a soju that’s impossibly smooth and almost creamy while representing what we believed to be truly Korean American.

PRODUCTION PROCESS AND STANDARDS

The majority of our products are produced in Ventura, California with our distiller.

The process is a labor of love where our formulas are distilled, mixed, and batched by our master distiller. Each bottle is inspected by hand and packed. But the part of the process that’s been the biggest adventure has been the formulation process.

Creating YoboKish, the collaborative name of our venture with Kristen Kish, took almost two years. We started the project with a completely blank canvas and no restrictions. What would a Top Chef winner do? We gave Kristen free rein and the project evolved through several iterations as we experimented with flavors, formats, and concepts. Eventually, we landed on the flavor profile Kristen loves most, bringing contrasting flavors together like bitter and sweet:

  • SHINE – kumquat, rose, and ginger because kumquat is her favorite fruit. 
  • BLISS – sour cherry, pink peppercorn, and licorice because Kristen grew up in Michigan and loved licorice as a kid.
  • EARTH – smoked mushroom umami because she’s a celebrity chef and she flexes.
  • SEOUL – hibiscus, lemon balm, and raw honey because her wife Bianca has a nightly ritual of drinking hibiscus tea in a similar fashion (hence the name, SEOUL for the city where Kristen was born and SOUL for her soulmate, Bianca).

They’re each sweet and bitter, but soft and balanced at the same time. They’re all-natural and have no artificial coloring or flavors. And they provide mixologists with Top Chef-like ingredients to create an array of imaginative cocktails.

Kristen Kish

DIFFERENT OFFERINGS TO CATER DIFFERENT CONSUMER PREFERENCES

There is a distinct ritual to drinking soju.

Its smaller bottles and lower proof allow bottles to be easily consumed among a group of friends. Once a bottle is opened, it’s shared and poured, two hands pour, and two hands receive as it’s passed around the table until it’s empty. At Korean barbeque, singing karaoke, or out clubbing, the occasion for soju is a social one.  

While we want our soju to be a part of all those rituals and occasions, we wanted to design our products for new occasions that would help us cross cultures.

In Yobo Soju Luxe, we wanted to create a celebratory bottle and liquid, one that could be gifted as a present or opened to commemorate an accomplishment.

In YoboKish, we wanted to create a ‘professional’ product for more advanced mixologists and cocktail enthusiasts.

In Hunni Soju, we wanted a format that would be conducive for trial, a single-serve, easy-to-drink, flavored soju that people could grab and go – to the beach, a picnic, golfing, and more.

And in KTOWN Soju, we wanted to take everything we’ve ever loved about eating and drinking in Korea town and take the experience of KTOWN to wherever the bottle goes. In fact, the design of the glass is made to look like a flask and the liquid is fruity, sweet, and welcoming to any first-time soju drinker.

WHAT SETS YOBO SOJU APART

Most people don’t realize that soju is the largest-selling spirit in the world by volume, outselling vodka, tequila, and whiskey in total cases. Despite its market size, most soju on the market are very similar – inexpensive liquid housed in small green bottles.

It wasn’t until more recently that more premium soju products arrived. But what makes our full line of products unique is our identity as a Korean American company and brand. There’s a generational shift in thinking about what soju could be in the United States and we intend to produce soju that is as beautifully designed as any other spirit you’d find on the shelf and of the highest quality.

Our glass is custom. Our liquid is all-natural and free from artificial coloring, flavors, or sweeteners. While we do our best to communicate our differences through our marketing communications, the best proof is when somebody tries our soju. If you’ve had other soju before, the difference is unmistakable.

JOHN’S GOALS AND VISION FOR YOBO SOJU

I started as CEO in 2021 and since then we’ve accomplished so much. The business has grown 50x in annual case volume with the expansion of its portfolio and is now distributed in more than 30 states. We’re about to launch major brand collaborations and product integration in the upcoming Joyride movie by Adele Lim.

We’ve poured at places like the Sundance Film Festival and Food & Wine Classic in Aspen. But beyond the business milestones, I believe what we’re doing is significant and will spark the imagination of others to follow. 

Our mission has been to elevate the Korean American spirit by breaking boundaries, from the way we think about the liquid that constitutes soju to the communities we aim to reach. The world doesn’t need another tequila or vodka and yet much of the industry only sees opportunities in large, established markets.

As a Korean American, I know the power of the minority mindset and the impact that can be made by a few. Small is where everyone starts. We had two events just recently, a pride event at a fashion/design studio called Bobblehaus where we showcased KTOWN soju, and Food & Wine in Aspen where we showcased Kristen Kish’s aperitifs.

It was such an amazing experience pouring our drinks for people, explaining soju, introducing our products, and seeing everyone’s reactions. Some might overlook Asian American spirits right now because of its market size or lack of movie star endorsers, but from the view down here, we see a community building around us filled with faces of every identity and color sharing and enjoying soju with us.

John Noe

THE IMPACT OF YOBO SOJU

The greatest impact Yobo has had is its personal impact on me.

I grew up in a small town in Texas and our family was the first Korean family in our neighborhood. When we arrived, the community of Korean Americans in my elementary school was limited to me and my brother (for the one year we overlapped). For most of my life, I struggled with my own Korean American identity and felt like I needed to find ways to be less ‘Korean’ to succeed.

I’ve had an entrepreneurial career having built and sold an advertising agency before Yobo in an industry where just like my elementary school, I was only one of a few Asian Americans along with my Chinese American partner. We built the agency up and sold it to a French holding company where we continued to grow the business. In that time, we worked with mass, established, ‘American’ brands that played very little in contributing to Asian American identity and culture. We were successful by all business standards, but regretfully, we contributed very little to our Asian American community.

At the time of joining Yobo as its CEO, the stories of hate crimes against Asian Americans started to surface. Here I am, a Korean American CEO of a Korean American company amidst a breakout of hatred toward a community I rarely embraced. It was the unfortunate wake-up call I required to find pride in my identity and to take more roles in paving the way for other Asian Americans more seriously. My Yobo journey has been profound, and instead of hiding my Korean-ness, I’m now on a mission to share it.

We have a few things lined up that I’m excited to share and announce. Beyond launching products and selling them into accounts, we’re here to make a statement. The Yobo organization is very small, a minority among minorities, but we believe we’ll make an outsized impact.

CONNECT WITH YOBO SOJU

Instagram: @yobosoju

Website: yobosoju.com

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The management at Canlis was looking for a chef who was interested in that way of thinking, someone who was interested in not simply putting his or her ego on a plate, but rather in actually trying to help inspire an entire industry.

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Darjeeling Express Chef Asma Khan’s New Cookbook Celebrates Women and Her Ammu (Mother)

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Bald, Bold, and Beautiful: Proud Of Being Fifty-Five Walking My Truth

In the view of society, hair is connected with youthfulness and beauty in women, virility, and masculinity in men. It should come as no surprise that hair loss may make many men and women feel self-conscious. But should that be always the case?

Caroline Mangune Alanis was only 4 years old when she lost all her hair, “I don’t even know what it is like to have hair.” she said. Caroline has Alopecia Universalis (AU)  — the rarest form of Alopecia Areata, it’s an autoimmune condition that attacks the hair follicles.

Growing up Bald

Born in the Philippines to a strict father and a sweet and kind soul mother, as she describes, “My dad didn’t allow me to go out with friends a lot. I was never allowed to go on sleepovers.  He sheltered me from people. I never realized that until I was an adult, and reflected on my childhood.” She also has two brothers who were protective as well.

At the tender age of 4, she was already practicing “DAILY AFFIRMATIONS” although she never knew how impactful they were,  “I was always told to look in the front of the mirror.  I would say, I am beautiful, I am strong, I am special. I have beautiful eyes, beautiful skin, etc.”  Her parents never told her the pain and heartbreak of raising her, rather they just always told her how special and beautiful she was, “They always told me I was meant to stand out.”

She had no recollection of the time her hair started falling out, but she was told that her hair fell off within a 2-week time frame, “My mom said it could have been brought by stress from an earthquake we had in the Philippines.”  

Caroline was never allowed to say negative words about herself, or else her father would scold her. She was imparted that words she says about herself will either bring her up or tear her down, “So maybe I thought negative things about myself, but I never said it. Growing up bald, I never felt ugly, just incomplete.”

Growing up bald, I never felt ugly, just incomplete.

– Caroline Mangune Alanis

Although her parents taught her how to be courageous and had always made her feel how beautiful and blessed she was, growing up bald was not easy — she had to endure the everyday pressure of life. “There was the pressure of seeing little girls with beautiful hair and wishing every day that I had that. There was the pressure of kids being mean and pulling off my bandana and laughing at me because I was bald.” She faced the pressure of name-calling and bullying.

Caroline’s parents finally convinced her to start wearing a wig which, unfortunately, didn’t make things easier as she recalls. Walking home from school one day with her brother, a girl decided it would be fun to pull Caroline’s wig off and throw it on the ground. “At that moment, all I could do was cry and run home,” she adds, “every day I feared leaving the house, the emotional scar is unimaginable.”

She learned how to hide her AU, she felt as if people wouldn’t accept her for being her so it became a secret, and only her family and those she truly trusted, which were not many, knew the real Caroline.

In high school, only a handful knew about her AU, “which made it so easy to try to blend in since I never wanted to stand out, never!” The ironic part about it, as Caroline describes, was she would always be the one to be called by her teachers to lead a project, sing solos, and participate in plays and fashion shows. They even nominated her to join the homecoming queen and enter a beauty pageant. However, “I realized that my fear never really went away by keeping my AU a secret and the emotional scar was also still a part of my life.”

Every day I feared leaving the house, the emotional scar is unimaginable.

-Caroline Mangune Alanis

Being Bold With The Love Of Her Life

She met her husband Mark from work, where they were both managing stores at a mall in Chicago. They became best friends and were each other’s plus one at weddings, “We didn’t start dating until I transferred to another mall.” she said.    

But the day has to come when she must tell Mark about her condition, “Telling Mark about my alopecia was very difficult. He once told me that he loved hair and eyes on a woman,” she adds, “He himself has gorgeous hair.” Caroline felt she didn’t have one of the criteria Mark was looking for. Although she mentioned several times that she had something to tell him and he would always say “whenever you are ready.” Caroline thought that they both knew that Mark is aware of her wearing a wig, they just never talked about it. 

Mark and Caroline had been dating for about a year when she finally tried to tell him one evening. She got choked up and started crying. He told her, “Caroline, don’t you think I know you by now from your head down to your toes?” He had tears in his eyes. She then asked Mark why he didn’t tell her.  He replied, “I wanted you to trust me enough to tell me”.  

As they began to start their family, Caroline’s AU became their secret. She held her family bound to her alopecia. When her daughters’ were infants, she wouldn’t carry them in public for fear that they would pull her wig. “They were taught never to touch mommy’s hair, ever!” 

Her daughter could never have friends sleep over because it would be very uncomfortable for Caroline to be her in her own home. “My daughters were always fearful when we were out in public, especially on windy days.” 

Caroline’s baldness was a big secret, even her husband’s family didn’t know, “because I hid so much all my life, I didn’t realize I walked in fear every day.  I didn’t realize I lived in bondage.”

Mark told her, “Caroline, don’t you think I know you by now from your head down to your toes?” He had tears in his eyes. She then asked Mark why he didn’t tell her.  He replied, “I wanted you to trust me enough to tell me”.  

Embracing Being Beautiful

In the summer of 2015, her life opened a new door, she became a part of an International Alopecia Group on Facebook and realized that her journey with AU has prepared her to help others like her. She saw so many men and women devastated by losing their hair. They were going through a lot of emotional pain, “You see, alopecia can happen at any time in one’s life so the adults experience a loss and have to grieve.” Caroline said. Alopecia might not be life-threatening but it is life-altering. Hair, eyebrows, and lashes truly make a difference in one’s appearance, “I myself put my face on every day.” she added. 

She also saw some men and women walking proudly bald. One man, in particular, Anthony Carrigan, an actor who also kept his alopecia a secret but he came out and had been helping others and is a beacon of light.  

Then, Caroline started giving advice about doing daily affirmations, “doing lots of SELF LOVE!”  as well as giving makeup tips, the alopecia community knows her as the “Eyelash Queen”.

But once the parents of alopecia children started posting their heartbreaks, “that’s when I realized my parents’ challenges of raising me, a bald child.” Caroline started reiterating what her parents taught her. She gave advice to parents, about how special their child was, how they were perfect and beautiful just as they were. “Alopecia children are so strong,” she noted.

“I then realized I was all those things: perfect, beautiful, and strong,” she said, but her baldness was still a secret. Caroline thought to herself, how does she encourage others to accept themselves if she herself could not let people know about her condition? So as those thoughts lingered in her head, she began telling her family and friends — she only wanted to tell people, not show people. Her goal was to have 30 different wigs for each day of the month.

“But God! God had other plans for me,” the unexplainable started occurring, her wigs became unbearably uncomfortable to wear, “it almost felt like my scalp was burning,” which she thought was completely strange since she has been wearing them for 40 years. It took a lot to take a look at herself bald.  She then began to think, “How can I tell my daughters  and others that beauty really lies deep within if I myself can’t see past my lack of hair?”

On August 14, 2015, on her way home with her husband from dinner, Caroline’s wig was getting itchy so she took it off to scratch her head. She was about to put her wig back on but Mark held her hand to stop her. He said “Honey, don’t put it on, you’re fine. You are safe with me, nothing can hurt you, and no one will hurt you. You are beautiful.” She reluctantly did what he asked and wanted to be strong for him. 

Mark kept holding her hand tight and kept asking if she was okay,  “I just kept saying it is scary.”  As they were nearing their home, her husband pulled over and said “Come on let’s take a selfie.” to lighten the situation. Her husband dropped Caroline off in front of their home, with her wig in her purse. Mark told her to go ahead and go into their home.  

“For the first time in 40  years, I felt God’s love on my head. The soft wind touched my head, a few raindrops falling on my head. I cried and laughed as I ran to my house.” she recalls.  

After that night, her husband helped Caroline with her small steps into seeing herself for who she was — a beautiful woman living with AU. Slowly, she found herself no longer wearing her wigs. They would go on drives and take walks on the beach. “I felt free, my secret slowly fading; including the emotional scar.”

I felt free, my secret slowly fading; including the emotional scar.

-Caroline Mangune Alanis

“On Sept 9, 2015, I posted it on Facebook, I cried the whole night.  Everyone was so kind.  I was still afraid, but I started walking bald.” she expressed.

In the fall of that year, it started getting cold and she didn’t like her hats since they looked terrible without any hair. She was pretty sad because she really did not want to start wearing her wigs again, “I just prayed and asked God to lead me in what I am supposed to do. I got my answer on Sunday, October 4th,” A lady stopped her and asked if she has Alopecia, to which she responded “Yes!”. The woman said, so did she, and asked Caroline, how does she do it? — She knew the lady meant how she could walk around without her wig.

Caroline answered “I don’t know. This is all new to me. “God is giving me the strength to do this. I couldn’t have done this on my own.” So that day, she officially retired all her wigs. “Yes, I put them all away for those special occasions,” she added.

She has met so many people just like her all over the world which inspired her to start her own Alopecia Group in Chicago, where they meet once a month. “I love having a family I call my own, people who truly understand me.”

The Chicago Alopecians

Caroline together with her friends started the Facebook group, with her as the main facilitator. It is a place where they can share their personal journeys and ask for advice or help. The Chicago Alopecians’ mission is to ensure that no one feels alone. Recently, they have been planning to create more events to cater to everyone, children, teens, and men. 

“We each have our own alopecia journey and we just want to connect with each other,” said Caroline. They also allow wig vendors in the group, “Chicagoland is such a big place. I love having a solution for everyone in the group.” As of writing, they currently have 332 members, and they’ve also started an Instagram page to widen their reach.

For the international group, Caroline is also encouraging others to create their own alopecia groups — their own tribe in their local towns.

“I have always known God wanted me to stand out, but I was always afraid.  These days, I am no longer afraid to not have my wig on, I embrace it.”

Caroline is truly a woman who is defying what society calls “beautiful”.