Despite its popularity in Korea and some other Asian countries, soju has had a hard time catching on in the U.S., a country responsible for about five percent of soju’s global sales each year. Some say it tastes too much like cleaning solution for Americans to fully appreciate its potential. Sure, there may be touch of astringency to it, but soju also has a vaguely sweet, milky flavor that makes drinking an entire bottle—the way Koreans traditionally do—easy. It pairs well with food, too.