HiteJinro to Launch First Ever US TV Commercial in Soju Industry

[Asia Economy Reporter Choi Saeng-hye] HiteJinro's overseas soju brand Jinro's advertisement as "The World's Best Selling Spirit" will be unveiled in the United States.

HiteJinro announced on the 4th that it will present Jinro's first local TV commercial through American sports channels. This is the first time a TV commercial has been aired overseas under the Jinro brand.

Through this TV commercial, the strategy is to inform locals and Korean residents that Jinro is the world's best-selling distilled spirit, stimulate local consumers' curiosity, and lead to actual consumption and sales.

The Jinro global advertisement was produced in two versions. In particular, it contains content that stimulates consumers' curiosity and arouses their desire to purchase by certifying through a credible search engine that it is the world's best-selling distilled spirit.

In the supermarket version, a woman next to a man who is wondering which alcohol to buy at the supermarket searches on her phone for the world's best-selling distilled spirit. After seeing the search results, the man chooses Chamisul without hesitation.

In the bar version, the bartender searches on his phone for what the world's best-selling alcohol is to help a customer who is hesitating, and recommends Chamisul to the customer.

Both commercials, inspired by the culture of watching sports at pubs and bars among local consumers, will be aired for five months starting in August in New York and LA through sports channels such as ESPN and NBC Sports.

Hwang Jeong-ho, Executive Director of HiteJinro's Overseas Business Division, said, "It is meaningful to inform locals through globally recognized sports channels that Jinro is the best-selling distilled spirit." He added, "In particular, as people visit Korean restaurants to taste the product, it is expected to revitalize the Korean resident market, which has been stagnant due to COVID-19." He continued, "As Korea's representative liquor company, we will lead the globalization of soju and focus on diversifying consumers so that Jinro can leap forward as a global brand."

Meanwhile, HiteJinro, which sells soju products in over 80 countries overseas, is expanding brand awareness abroad under the name "Jinro," which is relatively easy for foreigners to pronounce, to globalize soju. The products sold include Chamisul Fresh, Chamisul Original, Jinro Is Back, Aseul series (Grapefruit Aseul, Plum Aseul, Green Grape Aseul, Plum Aseul, Strawberry Aseul), Ilpum Jinro, and Jinro 25.