Korean Soju Maker Seeks Bigger Splash in U.S.

A South Korean company recognized as the world’s biggest spirits brand is ready to take a strong shot at growing its U.S. following beyond the Korean American population.

Jinro has already gained a strong presence in Korean restaurants across the U.S. with its soju and Hite beer. But that doesn’t translate into enough volume even to register as a market player, a situation that doesn’t sit well with a company that ranks number one in global spirits sales, according to Euromonitor International and Drinks International.

It isn’t for lack of trying. Jinro opened its first U.S. office in 1986 and began placing product into the growing number of Korean restaurants and bars. But whatever growth it has enjoyed is attributable to the popularity of Korean restaurants rather than a standalone mainstream marketing push. In the past decade Jinro has eked out some caché for its soju on the back of Koreatown’s rise as a Los Angeles nightlife hub. But its tactic of selling soju as a substitute for vodka and tequila in mojitos, martinis and other cocktails has had limited success.

“Soju is lighter,” says Kevin Kang, Jinro’s brand marketing manager. “And it’s versatile.” He also touts soju’s ability to deliver a party high without a hangover.

One reason is that soju is only 24% alcohol compared with about 43% for most vodkas and tequilas. In fact, restaurants have won the right to sell soju with only a beer and wine license. It’s distilled from rice, barley, sweet potato and tapioca, and filtered with a charcoal made from Korean bamboo.

Perhaps encouraged by the growing global popularity of hallyu, Korean pop culture, Jinro has embarked on a push to bring its soju into the mainstream. So far its strategy is to sponsor high-profile events and get placement in music videos.

In May Jinro placed its soju and Hite beer as the exclusive beverage sponsor for an after-party for an advance screening of Hangover, Part II. One of the main characters in the movie is Korean American comic Ken Jeong, and the screening was attended by Asian-American celebrities like Sandra Oh and Tila Tequila.

In June Jinro sponsored a launch party for the PBS series Kimchi Chronicles featuring chef Jean-Georges Vongerichten’s adventures with Korean food and soju.

Jinro has also done product placements in music videos by Korean American techno rap group Far East Movement, most recently in “If I Was You” featuring Snoop Dog.