Launching a new spirit into the crowded New York City marketplace is never easy, but two enterprising craft distillers – Daniel Lee and Maxwell Fine – have solved that problem by using an image of the iconic midtown Manhattan skyline (including the Empire State Building ) on the bottles of their new West 32 Reserve soju and celebrating one of New York City’s most distinctive neighborhoods.

The name West 32, of course, is a tribute to the stretch of midtown Manhattan that is the home to New York City’s Koreatown. The marketing and branding move is a smart one because it recognizes that the early adopters of this soju will likely be Korean-Americans living in the Tri-State region, due to the relative unfamiliarity of most New Yorkers with soju.

While the branding and label are all about Manhattan, the spirit itself is actually distilled in Upstate New York, near Albany. The new West 32 Reserve is a version of the craft distiller’s West 32 soju, which originally launched in early 2017. West 32 is light compared to other spirits, coming in at just 19.9% ABV (approximately 40 proof). It is made with a corn base and cane sugar, and unlike other soju competitors already in the marketplace, it has no artificial sweeteners or other additives. The Reserve version is aged in white oak bourbon barrels and comes with a slightly higher alcohol content (32% ABV, or 64 Proof).

West 32 Reserve is a pale straw in color and has aromas of vanilla and freshly mowed hay. It’s distinctive enough to drink straight, although local mixologists in Manhattan will likely be using the soju as a replacement for vermouth in the classic Martini. For those still unfamiliar with the popular Korean spirit soju, it might make sense to start with West 32 for sipping and then move on to West 32 Reserve as the perfect cocktail mixer – and perhaps to enjoy while hanging out and enjoying the midtown skyline at one of the numerous rooftop bars and lounges in the Koreatown vicinity.

For now, West 32 Reserve is available only at Warehouse Wine & Spirits, located in downtown Manhattan near Astor Place.