Jinro Soju- South Korean Spirits Brand Tries to Break into the US Market

Publication: Adage

Title: World’s Biggest Booze Brand Barely Registers a Blip in the States

Article By: EJ Schultz

http://adage.com/article/news/world-s-biggest-booze-brand-barely-registers-a-blip-states/228762/

Jinro Limited, a South Korea based company, manufactures a rice based alcoholic beverage called Jinro soju.  The drink is made from “rice, barley, sweet potato and tapioca, and filtered with a bamboo charcoal made from bamboo native to South Korea.”  It is being pitched as a lighter, more versatile liquor that can be used in mojitos and cosmos, and apparently there’s “no hangover.”  Jinro is also working to sponsor events such as movie primeres and TV launches.  In addition, they’ve also struck up product placement deals in music videos by hip-hop/pop group Far East Movement.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s