HiteJinro Strengthens Soju Gourmet Marketing in London, UK

[Asia Economy Reporter Seungjin Lee] HiteJinro has launched a promotional campaign for Chamisul soju in the UK, featuring unique menu combinations such as hamburgers paired with soju.

On the 30th, HiteJinro announced that since mid-July, following the early implementation of the 'With Corona' policy, it has been intensifying soju sales in the second half of the year through various marketing activities centered around local restaurants in London.

HiteJinro is collaborating with 'Earnest Burgers,' a popular hamburger chain known as one of the 'Top 3 Burgers in the UK,' to sell 'Jadu Aiseul' (Plum Aiseul) at 40 stores throughout November. The set menu, which pairs the plum-flavored soju with a kimchi burger developed by the famous British Master Chef Jay Morjaria, is attracting curiosity among European locals and gaining attention on social media (SNS).

This promotion was designed to offer a new experience showing that soju pairs well with local foods such as hamburgers. Based on consumer surveys, the most preferred flavor, Jadu Aiseul, was selected for the set. Additionally, to introduce the traditional way of drinking soju, a soju glass giveaway event is being held, receiving positive responses.

HiteJinro is also collaborating with a famous local restaurant on London's Soho Street to offer a promotion where customers receive a Chamisul cocktail when ordering brunch every Sunday, experimenting with various pairings of local food and Chamisul. Meanwhile, on the 20th, HiteJinro participated for the first time as a sponsor of 'Bubble Pop Brunch,' a local dance party event in the UK, offering visitors three types of Chamisul cocktails and punch for tasting experiences.

Hwang Jeong-ho, Executive Director of HiteJinro's Overseas Business Division, stated, “Despite COVID-19, we expect annual soju export performance to the UK to grow by about 60% compared to last year.” He added, “As Korea’s leading liquor company, we will actively promote the excellence of Korean alcohol and focus on diversifying consumers so that Chamisul can firmly establish itself as a global brand.”