Hite Jinro’s ‘JINRO’ named world’s top-selling spirit for 25th straight year

Leading Korean soju maker Hite Jinro’s integrated export brand, JINRO, has been named the world’s best-selling spirit by the British industry publication Drinks International, marking its 25th consecutive year at the top, CEO Jang In-seop announced on Wednesday.

Last year, JINRO sold over 94.5 million standard 9-liter cases worldwide. This staggering volume surpassed total sales of gin, which ranked second.

Having remained Korea's flagship brand since 2001, JINRO has successfully penetrated the global mainstream spirit market. Despite the global economic downturn and shifting consumer trends, JINRO’s steady growth demonstrates its powerful global appeal.

After declaring its vision for JINRO's global expansion in July 2024, Hite Jinro began driving hyper-local activities worldwide to make soju a part of everyday life for international consumers. To maximize brand awareness, the company leverages diverse marketing strategies, from expanding local consumer touchpoints via social media to sports sponsorships and major music festival partnerships.

Regarding these efforts, Hwang Jung-ho, head of Hite Jinro's Overseas Business Division, said that JINRO's consistent ranking as the world’s No. 1 spirit brand “strongly demonstrates our brand value.”

Hite Jinro exports soju products to 91 countries around the world.

Additionally, the country announced the same day that it had reformulated its soju as "Chamisul Fresh" to better align with shifting consumer preferences and market trends. This marks the brand's first major recipe renewal in over two years.

In response to a growing market-wide preference for lower-alcohol beverages with a cleaner finish, HiteJinro has reduced the alcohol by volume (ABV) of Chamisul Fresh from 16% to 15.7%.

Since debuting in 1998, market leader Chamisul has achieved over 41.3 billion bottles in cumulative sales as of May — a staggering 47 bottles per second 

The company said the renewal aligns with the trend toward lower-ABV drinks, adding they will continue adapting to market shifts to reinforce Chamisul’s clean, refreshing brand value.

BY LEE SOYOUN [[email protected]]