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


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.


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