The world’s primary promoting spirit model Jinro soju has introduced it will likely be sponsoring Luno presents All Factors East competition this month, the primary time a Korean spirit model has supported a serious UK competition, making historical past for the worldwide drinks market.
The sponsorship is a part of ongoing funding within the UK market to extend distribution and consciousness of the Korean soju model, following the success of latest UK collaborations with manufacturers, together with a marketing campaign with Sincere Burgers that aligned with conventional consumption of Jinro alongside meals.
Mr Hwang, managing director at Hite Jinro stated: “We’re proud to be the primary Korean spirit model to sponsor a serious UK competition. The sponsorship is a part of our technique to introduce our soju model to the native UK market and with Jinro’s ethos of positivity and our decrease abv flavoured ‘Chamisul’ vary, a competition is the best market entry for the summer time season.”
Luno presents All Factors East will play host to Jinro’s two-floor bar themed on a large case of Jinro the place festival-goers can step into an oversize world, that includes a neon bar, a Polaroid Zone, purpose-built areas to “clean up” and prize-led video games based mostly on conventional Korean video games.
“The UK shoppers urge for food for the flavoured vary of Jinro, “Chamisul”, has elevated at 51% CAGR since 2018 and has accelerated over the previous two years with the Chamisul vary taking the class market share of 63% in 2021,” Hwang added.
The competition precedes a brand new distribution community that can take soju past conventional on-trade shops serving a predominantly Korean and Asian consumer base, and into shops serving a typical British viewers.
The model’s eventual purpose is to see Jinro stocked in main retailers exterior specialist shops within the UK.
