Soju producer Hite-Jinro has taken on the distribution of Tito’s Handmade Vodka in South Korea.
Established in 1924, Hite-Jinro will be the exclusive importer and distributor of the American vodka brand in South Korea.
John McDonnell, managing director, international, at Tito’s Handmade Vodka, said: “Jinro soju is the top-selling spirit brand in the world; clearly Hite-Jinro knows how to successfully market and sell liquor brands.
“We’re excited to help Hite-Jinro celebrate their 100-year anniversary, and look forward to working with their team to build Tito’s in this very important spirits market.”
Jinro was the number-one-selling spirit brand in the world in The Brand Champions 2024 report, an annual supplement that analyses the world’s million-case-selling spirits brands.
The South Korean company also looks after the distribution of Cutty Sark and Glen Turner Scotch whiskies in South Korea, alongside Komos Tequila and Hardy Cognac.
Tae-Young Ryu, premium division director at Hite-Jinro, added: “Our corporate philosophy is to share joy and hope across the world, values that align perfectly with Tito’s mission to turn spirits into love and goodness.
“We’re proud to welcome Tito’s, America’s original craft vodka, into the Hite-Jinro portfolio.”
Made in Texas in the States, the vodka brand has been working towards replicating its US success in Europe this year.
Last year, The Spirits Business took a deep dive into the South Korean market. With a burgeoning young middle class, the market looks set to be a hotspot for alcohol consumption in Asia Pacific. And while soju might rule the roost, producers from other drinks categories are keen to make their presence felt.
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Author: Melita Kiely
