Soju is a classic Korean liquor (or sool) with a globally expanding market. The transparent, distilled beverage can vary in alcohol concentration from 16-40%, though it most commonly hovers around 20%. Flavored soju, typically sweet and fruity, has surged in global appeal, attracting individuals who perceive the traditional drink as too potent. The sugary soju also features a reduced alcohol percentage, enhancing its accessibility to purchasers.
In South Korea, soju is usually relished alongside traditional Korean cuisines, ranging from grilled intestines known as gopchang to budae jjigae, an army stew that emerged during the Korean War. Soju itself boasts a history of centuries, yet flavored sojus emerged only in 2015. The brand Soonhari (owned by the Korean conglomerate Lotte) propelled the flavored soju phenomenon, introducing flavors like grapefruit, grape, peach, and more.
Julia Mellor, a sool expert and founder of The Sool Company, stated to Mashed, “Flavored soju can be likened to ‘pink gin’ or canned cocktails and does not constitute a separate spirit category.” She further notes that while flavored soju is enjoyable for many, these variations do not preserve the core essence of the spirit, but asserts, “I would say the flavors of soju are merely a matter of personal preference for the drinker.”
Fruit soju is a worldwide sensation
Even though fruit-infused soju witnessed notable success in South Korea after its launch in 2015, that initial influx has since diminished. Nevertheless, it played a crucial role in igniting worldwide interest, bringing soju to nations like Vietnam, the Philippines, and the U.S.
Julia Mellor clarifies, “Western drinking culture frequently does not necessitate food, and the beverages are consumed independently, which is what renders flavored soju so enticing to a global audience. However, in Korea, they simply do not complement Korean dishes well and are significantly less favored.” Fruit-enhanced flavors conflict with the savory and spicy characteristics of Korean cuisine. Still, a sugary strawberry or grapefruit soju can be delightful as a solo drink or in mixed cocktails, reflecting disparities in drinking customs and the craft cocktail trends of 2024.
While there is scant data on which fruit flavors are favored in varying countries, Mellor informs us, “Global preferences differ from one region to another, leading to some flavors being more popular than others contingent on where they are available.” The foremost soju brand, both in South Korea and globally, is Jinro Chamisul. Jinro’s Fresh flavor (also known as unflavored) may be its most sought-after item (likely attributable to the Korean market), yet green grape ranks at the top among its fruit selections.
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