K-Soju Appears at UK Music Festival... "Accelerating Jinro's Popularization"

Official Sponsor of All Point East Festival for 3 Years
Chamisul and More Sold at UK Costco, Morrisons, and Others

HiteJinro is accelerating its efforts to target the European market, where the popularity of K-soju is rapidly rising.

On the 30th, HiteJinro announced that it is officially sponsoring a representative music festival in the UK and expanding local distribution channels. Through various local strategies led by the distilled spirit ‘Jinro (JINRO)’, the company plans to accelerate the popularization of Jinro across Europe.

HiteJinro officially sponsored the large-scale music festival "All Points East Festival (APEF)" held at Victoria Park in London, UK, for 10 days from the 16th to the 25th.

HiteJinro’s soju exports to the UK have recorded an average annual growth rate of about 75% over the past three years, and in 2023, it expanded its scale with approximately 84% growth compared to the previous year.

From the 16th to the 25th of last month, HiteJinro actively promoted Jinro by sponsoring the large-scale music festival ‘All Points East Festival (APEF)’ held at London’s Victoria Park for the third consecutive year since 2022. They operated a dedicated booth inside the venue and introduced Chamisul and five types of fruit liqueurs to visitors at 10 bars. Additionally, they prepared various events such as photo zones and prize giveaways to increase local consumers’ brand experience opportunities and enhance the status of Jinro as Korea’s representative soju.

First held in 2018, APEF is one of the UK’s leading music festivals, featuring world-renowned musicians and attracting over 200,000 attendees annually, gaining significant popularity.

Furthermore, based on expanding local sales, HiteJinro placed five types of fruit liqueurs and Chamisul in 29 Costco stores in the UK in February this year. In May, they introduced Cheongpodo Isul and Jadu Isul to 91 Morrison supermarket chain stores. In July, they strengthened their distribution network by selling Cheongpodo Isul and Boksoonga Isul at 502 Tesco stores, the largest local distribution channel, boosting local sales.

Hwang Jeong-ho, Executive Director of HiteJinro’s Overseas Business Division, said, “As the largest comprehensive liquor company in Korea celebrating its 100th anniversary this year, sales results are becoming visible across Europe, including the UK, accelerating not only the globalization of soju but also the popularization of Jinro.” He added, “Growth and localization are progressing in the UK market, and we will strive to become a popular brand in the future.”