Moon Spirits’ director Alex Safir first encountered the Korean spirit Soju as a student at the University of Toronto. “Soju was my drink of choice,” shares Safir, who fondly recalls evenings enjoying Toronto’s many Korean restaurants. “Soju is very social. It’s a drink you enjoy with friends,” he explains. It was the unique flavour of the lower-alcohol grain-based spirit and its nostalgic associations that formed the nugget of an idea that he brought to his father in 2017.
Since moving his family to Canada in 1999 from Ukraine, Alex’s father, Leon Safir, had been manufacturing alcohol for other brands at his Vaughan, Ontario, distillery. Alex saw Soju as the perfect opportunity for father and son to partner on an innovative venture that filled a hole in the market for locally made Asian spirits. “In Korea,” he says, “there’s hundreds of brands of Soju. But here it’s limited to a handful of big brands.”
Safir likens Soju’s taste profile to something like a lighter-style vodka. The grain-based spirit is also lower in alcohol — Moon Spirits’ Soju ranges from 16 per cent ABV to around 19 per cent. Traditionally, Soju is enjoyed as a shot with dinner, Safir says. The brand’s popular flavoured Soju offerings, however, can be enjoyed like other popular lower-alcohol, ready-to-drink cocktails. These entertaining-ready flavours are also on the lower end of the ABV scale and made with real fruit extracts that offer a cleaner, more natural taste, he says.
Soju’s versatility is its defining feature, however. Moon Spirits’ oak barrel-aged Soju aims to appeal to whisky fans looking for a similar character profile without the higher alcohol content. “It’s like a light whisky with a lower ABV,” says Safir.