This is a great summer drink that’s crisp, refreshing and highlights the sweetness of Soju. Subak is the Korean word for “watermelon.” The move, which is the first time that a Korean spirit brand has supported a major UK festival and follows HiteJinro Co’s steady investment in the UK. It's official: Jinro soju is the most sold liquor in the world | CNN Travel". CNN . Retrieved 2019-07-02.

Hwang explained: “The UK consumer’s appetite for the flavoured range of Jinro, ‘Chamisul’, has increased at 51% compound annual growth rate since 2018 and has accelerated over the past two years with the Chamisul range taking the category market share of 63% in 2021.” Makgeolli is a cloudy rice liquor that has an alcohol content between 5% and 13%. The recipe includes a blend of wheat or rice cultures, yeast and water. This is then roughly distilled and filtered, producing a milky appearance with a flavor that’s slightly sweet and a sour under taste. Place the fine mesh strainer over the large bowl and pour the blended watermelon through. Push down on the mash with the large spoon to extract as much of the juice as possible.After its launch, Jinro gained explosive popularity not only among the middle aged, but also younger generations,” says Hwang Jung-Ho, executive managing director at Hite‐Jinro. “In 2020, the sales [in Korea] more than doubled compared to the previous year, and despite the Covid‐19 crisis, it has greatly contributed to the increase in overall soju sales.” Chamisul Fresh is a product with a lowered alcohol content. On April 09, 2018, it was announced that the alcohol content will be lowered from 17.8% to 17.2% ABV starting April 16, 2018. [9] [10] From March 18, 2019, it was lowered again to 17% ABV. [11] [12] After the introduction of Chamisul Fresh on August 18, 2006, the brand was called both "Chamjinisulro" and "Chamisul." In December 2009, it was decided that "Chamisul" would be the sole name.

oz Soju (it’s advisable to us Good Day Pineapple Soju, but plain or other pineapple flavor will do) Sugar, Milk, Cream, Chocolate Syrup (or whatever you like to prepare your latte if not using canned) Internationally, the company has also been working hard to “strengthen our brand power”, says Jung-Ho. Jinro’s strongest markets remain those geographically closest to Korea. The brand has carried out target‐focused marketing for “strategic” Asian markets to “capitalise on cultural and geographical advantages”, Jung-Ho explains. This includes focusing on local markets, “aggressive” business and sales support, and numerous other activities to build the brand. Korean spirit brand Jinro soju is set to become the sponsor of Luno presents All Points East festival this month. Jinro’s festival sponsorship follows a national campaign with Honest Burgers that aligned with traditional consumption of Jinro alongside food.Even though this offers a twist on the traditional Spanish wine drink, Sangria, this is Korea’s take using Soju. It’s a more modern favorite, but Koreans love this! You can use whatever stone fruit you like, but make sure they are very ripe and on the verge of going bad. This is a newer favorite among Koreans and provides a fusion of this classic Caribbean rum drink with all the glory of Soju. Plus, this recipe is versatile and adjustable to whichever citrus you like best. Krista Booker, communications director of Fourteen Ten Agency who represent Jinro in the UK, revealed: “The key to Chamisul’s impressive increase in sales in the UK was down to alignment to the local consumer. While soju is very well known within an existing demographic our strategy is to take the flavoured soju to a new audience and showcase its relevance to the local Millennial and Gen Z consumer, while maintaining relatable elements of the brand make up.” This is a good drink for those that like to play mixologist at home or when entertaining friends. It’s simple yet complex blending all the sweetness of Soju with the refreshing flavors of ginger, basil and strawberry. This is a basic variation on the American classic screwdriver. But, instead of Vodka, this uses Soju. It’s simple, easy and very palatable.

This strategic approach has seen sales in China and the Philippines triple in the past three years, while in Singapore, sales have quadrupled over the same period, and are five times higher in Hong Kong. “Aside from that, sales have boosted in most overseas markets, with 20% annual growth rate on average,” Jung-Ho adds.In 2019, Hite‐Jinro relaunched its flagship Jinro brand in the Korean domestic market with an aim to “strengthen the authenticity of soju”. Soju is a famous and versatile distilled rice spirit throughout Korea. It’s been around since at least the 14th century and integral to Korean social culture.