The world’s number one spirits brand, Jinro soju, has announced that it will be sponsoring the Luno presents All Points East festival this month, the first time a Korean spirits brand has supported a major UK festival, making history of the global beverage market.
The sponsorship is part of an ongoing investment in the UK market to increase distribution and awareness of the Korean soju brand, following the success of recent UK brand collaborations, including a campaign with Honest Burgers which aligned with the traditional consumption of Jinro alongside food.
Mr. Hwang, Managing Director of Hite Jinro, said, “We are proud to be the first Korean spirits brand to sponsor a major UK festival. The sponsorship is part of our strategy to introduce our brand of soju to the local UK market and with Jinro’s positive ethos and our low alcohol ‘Chamisul’ range, a festival is the perfect market entry for summer time.
Luno Presents All Points East will host Jinro’s two-story bar themed after a giant Jinro case where festival-goers can enter an oversized world, complete with a neon bar, Polaroid area, specially designed areas to “cool down ” and games with prizes based on traditional Korean games.
“UK consumer appetite for Jinro’s flavored range, ‘Chamisul’, has grown 51% CAGR since 2018 and has accelerated over the past two years, with the Chamisul range taking the category’s market share from 63% in 2021,” Hwang added. .
The festival precedes a new distribution network that will take soju beyond traditional outlets serving a predominantly Korean and Asian clientele, and into outlets serving a typical British audience.
The end goal of the brand is to see Jinro stocked at major retailers outside of specialist stores in the UK.