HiteJinro Participates in UK's Largest Gourmet Festival to Accelerate European Expansion

Exclusive JINRO Booth Operated at 'Taste of London 2025'
Number of Stores in Leading UK Distribution Channel Expands Nearly Sevenfold

HiteJinro announced on June 30 that it participated in 'Taste of London 2025,' the UK's largest gourmet festival, to expand its contact points with local consumers and accelerate its entry into the European market.

'Taste of London' is the largest food festival in the UK, held every June in Regent's Park in central London. This year's event, which took place over five days from June 18 to June 22, brought together representative restaurants from London, cuisines from around the world, cooking shows by Michelin-starred chefs, and various alcoholic beverage brands. More than 50,000 visitors attended the festival.

HiteJinro 'Taste of London 2025' Exclusive Booth Operation Site Image. HiteJinro

During the event, HiteJinro operated an exclusive booth called the 'JINRO Discovery Bar.' The company conducted brand experience-focused marketing through tasting sessions featuring fruit liqueurs and Chamisul, as well as collaborations with world-class bartenders and artists. This approach received a strong response from local attendees, attracting over 10,000 visitors to the booth during the festival. In particular, JINRO was highlighted among consumers and key influencers at the venue as a 'New Drink Trend' and was selected as one of the 'Best Newcomer' booths at the event.

Alongside brand experiences, HiteJinro is also focusing on expanding its distribution network. The number of stores carrying JINRO products within Sainsbury's, a leading UK distribution channel, increased from 88 in November 2023 to 618 in June 2025, representing approximately a sevenfold increase.

Hwang Jungho, Executive Director of HiteJinro's Overseas Business Division, stated, "Europe is a region where differentiated tasting events and consumer contact marketing are essential to appeal to the diverse tastes of consumers." He added, "We plan to accelerate the popularization of JINRO in Europe by strengthening local distribution networks to expand sales across the continent, while simultaneously implementing proactive marketing strategies targeting local consumers."