Soju Revolution: Spirit of Gallo to Unleash Korean Wave in US Markets
Spirit of Gallo, hailed as the third-largest spirits supplier in the US by volume, is set to distribute renowned Korean soju brands Soonhari, Chum Churum, and Saero from January 2024.
These brands currently enjoy limited visibility in the US, primarily found in Asian specialty stores. The strategic collaboration with Gallo promises to introduce these brands to a broader market.
“Partnering with Spirit of Gallo will utilize their expansive distribution network and market prowess to make soju more accessible and elevate Lotte Chilsung brands to unprecedented heights,” states Kyungdong Kim, president of Lotte Beverage America Corp.
Spirit of Gallo emphasizes that soju leads the global spirits category in volume and is gaining traction among multicultural consumers in the US.
Britt West, senior vice-president and general manager at Spirit of Gallo, notes: “The soju category in the US has doubled over the past five years, propelled by escalating consumer demand. The latest generation of drinkers is reshaping the soju landscape with its variety, convenience, and affordable pricing. We’re seizing this moment with the ideal partner to maximize this opportunity.”
Following Jinro, the top-selling spirit globally, Lotte Chilsung Beverage Co ranks as the second-largest soju producer and boasts of being the pioneer in using mineral-rich alkaline water for soju production.
Soonhari (‘smooth’ in Korean) is a flavored soju line, offering a 12% ABV range with grape, apple, citron, peach, strawberry, yoghurt, and apple-mango variants.
Chum Churum (‘like the first time’ in Korean) features two unflavored options: Original (16.5% ABV) and Rich (20% ABV).
The zero-sugar Saero (‘new’ in Korean) is also unflavored, presented at 16% ABV.
Each brand is packaged in 375ml glass bottles.
Lotte Chilsung Beverage, part of the South Korean Lotte Group conglomerate, exports to over 70 countries across continents, including North America, South America, Europe, Asia, Oceania, and Africa.
In 2022, Chum Churum’s sales soared by 36.7% to 26 million nine-litre cases, as reported in The Brand Champions 2023.
