South Korea’s leading soju producer, HiteJinro Co., is intensifying its marketing efforts in the UK as the popularity of its signature drink continues to rise. From August 16 to 25, HiteJinro showcased its Chamisul soju and five varieties of fruit liqueur at the All Points East Festival in London’s Victoria Park, marking its third consecutive year sponsoring the event.
This marketing push is part of HiteJinro’s broader strategy to capture the UK market, where the company has been expanding its retail presence. Since February, Chamisul soju and fruit liqueurs have been available at 29 Costco locations, and since May, they have been sold at 91 Morrisons supermarkets. Most recently, in July, the company began offering Jinro Green Grape and Jinro Peach in 502 Tesco stores, the UK’s largest retail chain.
HiteJinro’s efforts are paying off, with soju exports to the UK growing at an impressive average annual rate of 75% over the past three years. In 2023 alone, export volume surged by 84% compared to the previous year, reflecting the increasing demand for Korean beverages in the UK market. This strategic expansion underscores HiteJinro’s commitment to establishing soju as a staple in the UK’s diverse alcoholic beverage landscape.
