Neat Beverages is a brand founded by childhood best friends, Michael and Perry, who were inspired by their love for soju. They created a soju-inspired, low-abv spirit with real fruit flavors, aiming to offer a drink with less sugar and natural flavors. Neat Beverages is uniquely tied to their Asian American identity and represents a version of soju that maintains easy drinkability. The company focuses on providing a unique and authentic alternative to mainstream, imported Korean sojus, catering to those seeking a more natural and less sweet option.