Vervet, the L.A.-based woman and AAPI-owned canned cocktail company that strives to redefine pre-crafted clarified cocktails, kicks off the New Year by launching its first low ABV beverage — with all-new multilingual packaging that aims to celebrate and represent the myriad cultures that define Los Angeles — all while influencing the broader way businesses communicate and connect with consumers.
First up: TOYO, a 4% ABV sake tonic made with L.A.-based Sawtelle Sake’s aromatic Junmai Ginjo, Vervet’s housemade tonic syrup, cascade hops, yuzu, kumquat, and holy basil aligns with the brand’s commitment to showcasing California produce and integrate the city’s dynamic multicultural flavors. TOYO is named for Japanese American photographer Tōyō Miyatake, whose images of the Japanese American internment communicated the harsh realities of children behind barbed wire and other stark images the U.S. government aimed to hide at the time. As one of the many who were interned, Miyatake’s first-hand knowledge of the situation contributed to some of the most accurate portrayals of what was happening in these camps during World War II. A photographer and Asian American immigrant himself, Vervet co-founder Tuan Lee felt strongly about paying tribute to Miyatake, whose first studio was located in the Little Tokyo neighborhood of Los Angeles.
Along with the launch of TOYO, Vervet introduces new labels for its signature cocktail lineup – Tiki Tea, Angelicano, Sundowner, and Pale Mary. “We’re working to redefine the term ‘All-American,’ which has traditionally been very narrow,” notes Lee. “All visual communications needing to be in English is an outdated idea. We want Vervet to be the aspirational vision of what an American brand and company can be.”
Vervet’s new packaging is blanketed in the many languages of LA, including Vietnamese, Korean, Thai, Hebrew, Hindi, Chinese, Spanish, Persian, and Filipino — each one a translation of “Cheers!” With ingredients such as oolong tea, lemongrass, kumquat, salicornia, and Korean burdock, it only made sense to the founders that what was on the outside of the can matched the boldness and diversity that was celebrated within it — especially when looking at a packaging and design landscape that seemed to be wanting. “Like many, I’ve been frustrated by the overwhelming whiteness of American consumer culture,” says Lee. “We wanted a look and feel that opens the door for a wider group of Americans to feel seen, because there’s an instant response of happiness when we see ourselves or our culture reflected back in the ‘mainstream.’ We centered around a multicultural design system, because we believe it’s not only the way of the future, but the immediate present.”
Born in LA in 2019, Vervet was founded on diversity: “It has always been one of our driving creative principals,” notes Lee. From the early days of recipe development, Lee and his fellow founders, Hope Ewing and Alex Rosenblum sought out flavors and ingredients that lived and breathed in the globally rich cuisines and communities of Los Angeles. “What’s in the can is really three-pronged,” says Ewing of the broad spectrum of flavors found in Vervet. “It represents the diverse array of food we’re eating, the native plants around us, and the seasonal produce at our farmer’s markets.”
TOYO, as well as the rest of the new and vibrantly skinned craft cocktails in the company’s portfolio, are available now for purchase on drinkvervet.com, and in select stores, bars, and restaurants. Cans come in packs of four and are priced at $22.
