HiteJinro Supports Cultural Events to Target the European Market

Eight Jinro cocktails including Blossom Martini, Old Fashioned, and Shiso Plum showcased at Threesheets bar in the UK.

[Asia Economy Reporter Koo Eun-mo] HiteJinro announced on the 17th that it will support cultural events targeting local Europeans to expand the global soju brand 'Jinro' awareness.

The strategy is to hold tasting events for locals who have a high interest in Korean culture to increase opportunities to experience Chamisul. HiteJinro's European export volume in 2021 recorded a high growth rate of about 44% compared to the previous year and has been increasing every year.

Since last month, from the 1st to July 30th, HiteJinro has been sponsoring the club event 'Korean Night' hosted by JIN Entertainment, touring major cities in Germany. It will be held 35 times in 15 cities including Frankfurt, Munich in Germany, and Amsterdam in the Netherlands. Chamisul Fresh and the Aisle series will be sold inside the clubs, and consumer events using social networking services (SNS) are also planned.

Expansion into local German supermarket chains is also underway. This year, Chamisul and the Aisle series have been stocked in Edeka, Germany's number one supermarket chain, and some stores of Metro, the world's 11th largest distributor. The goal is to enter all Edeka stores nationwide.

In the UK, a food pairing event is underway in collaboration with local restaurants. Since April, a six-month Jinro cocktail promotion has been conducted with 'Three Sheets Bar,' which ranked in the 'World's Best 50 Bars.' Selling Jinro at Three Sheets Bar means the product has been recognized by bartenders of the highest global standards. Among the eight Jinro cocktails introduced this time, one will be selected for the bar menu and officially sold.

On the 10th, a food pairing event offering 'Jinro Cocktails' that boast the best combination with Michelin-starred chef 'Juwon'’s cuisine was held and received a favorable response. It is planned to be operated again in October.

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