Hello Soju Wants to Be the Drink of the Summer While Bringing Soju to the Global Stage - Food & Beverage Magazine

"For decades, soju has been South Korea's national spirit, an accompaniment to late-night meals and celebrations, typically poured from small green bottles and shared in boisterous rounds. It's also quietly held a remarkable title: the world's best-selling spirit by volume, with brands like Jinro moving over 100 million cases a year, outselling vodka and whisky combined. Yet in the U.S., soju has mostly stayed a niche drink usually found in Korean barbecue joints, often positioned as a cheap shot rather than a premium cocktail."

"First introduced in 2023 at Coachella, Hello Soju is reimagining the centuries-old Korean spirit as a modern, design-forward, ready-to-drink (RTD) experience. Think crisp flavors, vibrant packaging, and celebrating K-Cal, the cultural fusion between Korean culture with California's laid-back cool. "Hello Soju was created with the idea of bringing people together to share great times over great drinks," said Taylor Jones, Co-founder and Chairman of Hello Soju. "We're continuing our mission to create something rooted in celebration, community, and shared experiences that everyone can enjoy.""

"From Coachella Roots to BevMo Shelves Hello Soju made its debut in 2023, strategically timed with K-pop's historic Coachella headliner slot, an early signal of the brand's deep ties to entertainment and cultural trends. It quickly became a cult favorite among fans drawn to its easy-drinking, lower-ABV style, natural fruit flavors, and unmistakable K-culture vibe. Now, Hello Soju is entering its next phase with California-based production, expanded distribution, and a full brand refresh led by creative director Peter Bae."

Soju is South Korea's national spirit and the world's best-selling spirit by volume, with brands like Jinro moving over 100 million cases yearly and outselling vodka and whisky combined. In the U.S., soju has largely remained a niche drink associated with Korean barbecue and inexpensive shots rather than premium cocktails. Hello Soju launched at Coachella in 2023 to reposition soju as a modern, design-forward RTD beverage, leaning into K-Cal cultural fusion. The brand emphasizes easy-drinking, lower-ABV formats, natural fruit flavors, real fruit juice with no added sugar, and a refined rice-and-grain spirit base while expanding California production and distribution.

Read at Food & Beverage Magazine