Lotte soju sales soar 700% in US
Since its US distribution deal with Gallo, Lotte Chilsung Beverage Co’s soju brands have skyrocketed by 700% in volume in the year to March 2025.
The spirits arm of California-based Gallo partnered with Lotte Chilsung Beverage Co to distribute its Korean soju brands Soonhari, Chum Churum, and Saero, in the States from January 2024.
Spirit of Gallo claims to be the third-largest spirits supplier in the US by volume.
Lotte Chilsung Beverage Co saw its soju exports rise by 3% in 2024, compared to the previous year.
Won‐kuk Lee, part of the soju brand marketing team at Lotte Chilsung Beverage Co, attributed the growth to the “social popularity of Korean soju” as well as K-pop and K-dramas.
Lee notes that soju exports to the US are “growing rapidly”, adding that the States will become an “important market in the coming years”.
He explains that the export volume of soju to Japan, the category’s largest importer, is “levelling out”.
Soonhari (12% ABV), which means ‘smooth’ in Korean, offers a range of flavours including grape, apple, citron, peach, strawberry, yoghurt and apple-mango.
Chum Churum, which translates to ‘like the first time’ in Korean, is available in two non-flavoured variants: Original (16.5% ABV) and Rich (20% ABV).
Zero-sugar Saero (meaning ‘new’ in Korean) is also unflavoured and bottled at 16% ABV.
Lee mentions the “rapid growth” of Soonhari in the US, while Saero is “leading the growth of Lotte’s soju brands”.
He added: “In 2024, our soju brands increased brand awareness beyond Asia and into the North American market.”
Educating drinkers
In terms of bringing soju to the US, the company’s first goal was to educate the American consumer on what the spirit is and how it differs from sake.
Secondly, Lee said the company designed marketing contents focused on the best way to enjoy soju, employing various marketing strategies to target customers who showed an interest in K-culture content.
The company is aiming to boost the category in the global alcohol market by “expanding contracts in local production, while licensing and collaborating with global IPs to form brand images suitable to more global markets”, said Lee.
He added: “In the US and Canada, where interest in Korean cuisine, music and spirits is growing significantly, we plan to expand with cultural‐based consumer content.”
Lee notes that soju benefits from its lower ABV compared to other spirits categories, adding that its “clean and smooth taste is more appealing to novice drinkers, female consumers, Millennials and Gen Z”.
It is also “well suited” for cocktails due to its “neutral taste – like vodka”, he said.
Lee noted: “Through the growing popularity of K-pop and K-dramas, along with the increase of South Korea’s global influence, we strongly believe soju has the potential to become a mainstream spirit in the global market.”
Lee noted that South Korea is the largest exporter of soju in the world, surpassing US$200 million in 2024.
He continued: “Through continuous innovation and the spread of K-culture, popularity of unique taste, and the versatile nature, serving convenience and usage in mixology, we believe soju has the great potential to grow into a key player in the global spirits market and we are very excited about the opportunity.”
Lotte Chilsung Beverage, part of South Korean conglomerate Lotte Group, exports to more than 70 countries in North America, South America, Europe, Asia, Oceania and Africa.
After Jinro (the world’s biggest-selling spirit), Lotte Chilsung Beverage Co is the second-largest soju maker worldwide.
Jinro has been focusing on growing sales in the UK market, partnering with festivals such as All Points East and Taste of London.
Related news
Hello Soju secures $6.8m investment
