Sake is a growing category, but it still remains a mystery to the average American. Ty Ku Ku Sake & Spirits hopes to change that. "There are more Asian restaurants in the U.S. than Italian. Even in the wine category people can name brands, even if it's just some basic wines in the Mondavi family. That's not yet true in the sake space. It can be intimidating because you can't pronounce most of the brands and read most of the labels. Ty Ku is really the first sake company to market sake like you would a spirit," Tara Fougner, the director of marketing for Ty Ku Sake & Spirits, told WSD. "It's incredible that there is a beverage this large that has enjoyed centuries of tradition in Japan, but is pretty generic here."