Hello Soju releases inaugural spirit
California-based Hello Soju has launched its first premium soju, which is made from sticky rice grown in Sacramento Valley.
The ready-to-drink brand, which gained a US$6.8 million investment to support the launch of its first spirit earlier in the year, as well as production expansion, said its debut soju offering is a more approachable take on Korea’s national drink.
The brand’s first soju is made in small batches from non-GMO sticky rice grown in Sacramento Valley, in Northern California. It is fermented for five to seven days before being distilled in copper pots through the process used traditionally in Korea.
The method sees a double pot distillation with only the purest portion of the spirit pulled from the extraction, the brand said.
Elisabeth Baron, CEO of Hello Soju, said: “Hello Soju’s premium profile offers a smooth, innovative alternative to neutral spirits, making it easy for spirit enthusiasts and bartenders alike to craft creative riffs on familiar cocktails.
“Soju has long been Korea’s most beloved spirit and is poised for a new chapter.”
The flagship soju is bottled at 33% ABV to deliver ‘more character’ than everyday soju or vodka, the brand said. Its profile begins with a citrus-forward brightness, layered with notes of rice, plus fruits such as honey and melon.
It can be used in a range of ways – in cocktails, as a shot or sipped neat.
“Hello Soju has grit and complexity, but is also refreshingly honest, like a best friend who always tells the truth,” said American bartender Juyoung Kang, who currently serves as head bartender at The Dorsey at The Venetian in Las Vegas. “With notes of melon rind and cornflower on the nose, which opens into flavours of chestnut, honey, and a touch of green curry. The finish lingers on the palate in a way that keeps you coming back for more.”
Hello Soju Premium Soju Spirit is presented in a 700ml black ombré bottle, which features the brand’s signature gold phoenix logo. The design intends to reflect the brand’s modern approach to a centuries-old Korean tradition.
The soju will retail across select retailers across California and Nevada in the later this autumn at an SRP of US$40.
In addition to the new soju spirit, Hello Soju already has a line of canned soju-based drinks, comprising flavours such as Asian Pear, Lemon Yuzu, Green Grape, Peach, and Lychee.
The brand was launched in 2023 and debuted at music festivals Coachella and EDC.
In the May 2025 issue of The Spirits Business magazine, we explored how soju and Japanese spirit shochu are taking on the world.
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