HALLYU TO SOJU The Korean Wave is opening up new taste profiles
Soju is the next big thing in spirits. The IWSR is forecasting a CAGR volume growth of +16% between 2024 and 2029.
This is particularly notable for two reasons: ▪ The total US spirits volumes are
predicted to decline 2% over the same timescale. ▪ The CAGR is comparable to that of tequila and RTDs when they were in their early emergence stage.
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Soju is a clear, fairly neutral-tasting spirit, traditionally made from the fermentation of rice. Similar in taste to vodka but with half the ABV, perfect for the moderation era.
SOJU IS RIDING THE K-CULTURE WAVE
Korea refuses to assimilate into the global Western cultural machine. So consumers are coming to them.
With taste profiles just ‘foreign’ enough to feel exciting, yet not too challenging, Korean food and drink is soon set to dominate menus.
Soju is just the tip of the iceberg…
MEET MAKGEOLLI Cloudy, bubbly, and sweet Makgeolli is Korea’s ‘rice wine.’ Korean brewer Jipyeong reporting record sales in 2025, and expecting more for 2026. Look out for it in bars soon.
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Andrew Mitchell, Growth Director andrew.mitchell@missouri-creative.com