Hello Soju secures $6.8m investment
California-based ready-to-drink brand Hello Soju has raised US$6.8 million in funding to support its relaunch, production expansion and the debut of its first spirit.
The US$6.8m funding round was led by a personal investment from Ted Schlein of Kleiner Perkins and Ballistic Ventures, and supported by Hello Soju’s parent company, entertainment firm The Hello Group (THG).
The new capital will support expanded production and strategic marketing, as well as the brand’s debut in the spirits category with the introduction of a premium 700ml rice-based soju, launching this summer.
The expression is said to offer notes of honey, citrus, and melon. It will be presented in a black ombre bottle.
The ready-to-drink brand’s relaunch will kick off with a pre-sale this month, followed by a full market return by late summer.
Hello Soju was launched in 2023, when it debuted at music festivals Coachella and EDC to ‘rave reviews’.
The brand will debut a new design across its five flavours: Asian Pear, Lemon Yuzu, Green Grape, Peach, and Lychee. A new variety pack will also be rolled out in the US.
Co-founder Nick Schlein said: “We designed Hello Soju as the ultimate summer beverage, and we’re excited to relaunch in such a significant capacity primed for the season.”
Furthermore, Hello Soju recently hired Elisabeth Baron as its new CEO, who brings decades of experience in wine and spirits, including working for Diageo and LVMH.
“We’re reimagining what soju can be — modern, stylish, and deeply rooted in cultural connection,” Baron noted. “This raise allows us to scale efficiently while staying true to our purpose: connecting communities through refreshing experiences.”
Furthermore, Hello Soju recently welcomed Dan Ginsberg and Sandra ‘Sandey’ Kang to its board of directors. Ginsberg, former CEO of Red Bull North America and Dermalogica, brings experience across beverage, consumer packaged goods, and fashion.
Kang is co-founder of Range Media and a former Creative Artists Agency executive. She also co-founded non-profit organisation Korean Leaders in Hollywood in 2020.
“With a distinctive voice, a devoted following, and a product that’s both delicious and disruptive, Hello Soju is poised to become a household name,” said co-founder and chairman Taylor Jones. “We are beyond excited to get our soju back into the hands of our fans.”
Earlier this year, Korean company Hite-Jinro, producer of the world’s biggest-selling spirit Jinro, started building its first overseas production plant in Vietnam.
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