Brands are launching soju-based seltzers to attract a broader audience of consumers
Trend - Soju seltzers and cocktails are alcoholic beverages that are made with soju, a distilled spirit that originated in Korea. Soju has a mild flavor profile and lower alcohol content in contrast to other alcohols and is often mixed with other ingredients to create refreshing and flavorful drinks.
Insight - Soju is often shared among friends or enjoyed during meals, so consumers gravitate toward it to foster a sense of togetherness and enhance their social interactions. It is often considered an affordable alcoholic option, making it ideal for consumers who want to enjoy good and cheap alcohol. Soju also typically has a lower alcohol content compared to other spirits, appealing to individuals who prefer milder alcoholic beverages. It contains fewer calories than other spirits and is often lower in sugar, making it a popular choice for people who want to drink but are conscious about their health and consumption habits.
Insight - Soju is often shared among friends or enjoyed during meals, so consumers gravitate toward it to foster a sense of togetherness and enhance their social interactions. It is often considered an affordable alcoholic option, making it ideal for consumers who want to enjoy good and cheap alcohol. Soju also typically has a lower alcohol content compared to other spirits, appealing to individuals who prefer milder alcoholic beverages. It contains fewer calories than other spirits and is often lower in sugar, making it a popular choice for people who want to drink but are conscious about their health and consumption habits.
Workshop Question - How can your brand use cultural influences to inform its product?
Trend Themes
-
Soju-based Seltzers — Brands are launching soju-based seltzers to attract a broader audience of consumers.
-
Convenient and Portable Drinks — Canned soju cocktails and seltzers offer a convenient and portable option for consumers.
-
Asian-inspired Flavors — There is a growing demand for Asian-inspired flavors in alcoholic beverages.
Industry Implications
-
Alcohol Beverage — The alcohol beverage industry can capitalize on the trend of soju-based seltzers and cocktails to create innovative and refreshing drinks.
-
Canned Beverage — The canned beverage industry can explore the market for convenient and portable soju-based drinks to cater to on-the-go consumers.
-
Ready-to-drink Alcohol — The ready-to-drink alcohol industry can introduce Asian-inspired flavors in their products to tap into the growing consumer interest in diverse and vibrant tastes.
