SOUTH KOREA: Jinro launches low-alcohol soju

South Korean distiller Jinro has reportedly launched a low-alcohol soju brand amid growing competition from fierce rival Doosan Corp.

Jinro, which leads the soju category with around 50% of the market, has unveiled Chamisul Fresh, a brand with a 19.8% abv, according to an Asia Pulse report today (24 August).

Soju, which is distilled mainly from rice, is a traditional Korean spirit with an abv of between 21% and 25%. Doosan has reportedly doubled its share of the market to around 10% in recent months after cutting the abv of its soju product to attract more female drinkers.

Jinro officials could not be reached for comment as just-drinks went to press.

Soju is hugely popular among drinkers in South Korea due to its relative affordability and wide distribution.

UK drinks giant Diageo said yesterday that it was targeting South Korea's soju drinkers with plans to launch a "premium distilled spirit".

The as yet unnamed product, which will also be distilled from rice, would not be in direct competition with soju, Diageo said. Production of soju is regulated by the South Korean government and Diageo does not hold a licence to manufacture the spirit.

However, Diageo said it is hoping to attract the country's soju drinkers with its offering and is test marketing the product with plans to unveil it in South Korea next month.