HiteJinro Expands Sports Marketing... Targets US Market Locally

[Asia Economy Reporter Song Seung-yoon] HiteJinro announced on the 21st that it will strengthen marketing targeting sports categories in the United States to expand awareness of its soju brand ‘Jinro.’

HiteJinro is the first in the Asian liquor industry to sign a sponsorship agreement with the U.S. professional baseball team LA Dodgers and has maintained it for 11 years. During the baseball season, it operates the ‘HiteJinro Bar’ and sells four types of fruit liqueurs (Cheongpodo Aseul, Jamong Aseul, Jadu Aseul, Ddalgi Aseul) and Terra canned beer at 13 concession stands inside the stadium. Last year, the soju cocktail ‘Soju So Blue,’ which sold about 15,000 glasses and received great response from fans, will also be available at the stadium this year. Marketing activities such as logo usage and installation of LED advertisements inside the stadium targeting local baseball fans will continue.

Additionally, HiteJinro will officially sponsor Brandun Lee, the International Boxing Organization (IBO) super lightweight world champion who currently holds an undefeated record of 25 wins, for the first time this year. The ‘JINRO’ logo will be attached to Brandun Lee’s fight gear, and related merchandise will be exclusively sold on the HiteJinro Shop and Brandun Lee’s agency website.

Besides sports marketing, to target the U.S. market, HiteJinro plans to expand soju product placement in offline stores such as franchise liquor shops and large supermarkets frequented by locals. It will also expand contact points with local consumers through various channels including online marketing via social networking services (SNS).

Hwang Jeong-ho, Executive Director of HiteJinro’s Overseas Business Division, said, "HiteJinro aims to achieve $35 million in export sales by 2024 through various marketing activities in the U.S. market," adding, "As Korea’s representative liquor company, we will lead the globalization of soju and establish ourselves as a leading Korean liquor brand in the U.S. market."

This content was produced with the assistance of AI translation services.