HiteJinro Launches New Export-Only Product 'Lemon Aseul'

The Sixth Fruit Liqueur
Accelerating the Global Popularization of Jinro

HiteJinro announced on the 5th that it will launch a new export-only product, 'Lemon Eiseul,' to accelerate its overseas market expansion.

Lemon Eiseul (JINRO LEMON) is the sixth flavor introduced by HiteJinro and the fourth export-only product following Plum Eiseul, Strawberry Eiseul, and Peach Eiseul. The new product is scheduled to be sequentially sold in more than 26 major countries worldwide, starting with Japan at the end of this month, followed by the United States, China, Vietnam, and others.

According to recent data from the global market research firm GlobalData, the global flavored alcoholic beverage market is expected to continue growing at an average annual rate of 9.3% from 2020 to 2024, reaching approximately 70 trillion KRW by 2029. Along with this global trend, sales of HiteJinro’s fruit liqueur products have recorded a compound annual growth rate (CAGR) of about 52% from 2018 to 2023, establishing them as a key product group driving overseas exports.

HiteJinro’s strategy is to reflect global liquor market trends and diversified consumer demands, expand its product portfolio based on the growth of fruit liqueur products, accelerate sales growth, and realize the popularization of JINRO.

The newly launched Lemon Eiseul features an alcohol content of 13% and embodies the unique tangy taste and aroma of lemon, the epitome of refreshing flavor. Based on the lemon flavor selected through multiple global flavor launch trend surveys, the product’s taste was perfected through thorough base quality development and testing.

Hwang Jeong-ho, Executive Director of HiteJinro’s Overseas Business Division, said, “We have launched ‘Lemon Eiseul,’ which perfectly captures the refreshing taste unique to lemon, based on HiteJinro’s branding expertise?shining as the world’s No. 1 distilled spirit seller for 23 consecutive years?and over 100 years of excellent brewing technology. We hope global consumers will experience the fantastic combination of lemon and soju through Lemon Eiseul.”