HiteJinro, the South Korean liquor brand, recently expanded its portfolio with the introduction of a new low-alcohol, sour candy-flavored soju. The boozy beverage was made in collaboration with the Korean confectionery brand Orion and its sour candy Aisher. Packaged in a glass bottle with references to lemons and a frog on the label, the new beverage flavor has been described as “super sour,” and will appeal to consumers seeking a novel and flavorful experience.
Chief Marketing Officer Oh Sung-tak said, “HiteJinro plans to lead the industry’s growth by producing products that meet various consumer needs.” Thus far, the brand has seen success across the globe in counties such as Cambodia, Thailand, the US and China.
Image Credit: HiteJinro
Why This Trend Is Growing
- Low-alcohol Soju
- There is an opportunity to develop a line of flavored, low-alcohol soju products to appeal to people seeking a unique, light drinking experience
- Confectionery-liquor Collabs
- There is an opportunity for a new trend of collaboration between confectionery and liquor brands to create refreshing and innovative products.
- Sour Candy Flavor Trend
- There is an opportunity to leverage the growing trend of sour candy flavors and apply it to various products for a unique and novel experience, such as low-alcohol spirits.
Industries Being Reshaped
- Liquor
- Developing and marketing unique, low-alcohol flavored soju products can drive industry growth and appeal to new consumer groups.
- Confectionery
- Collaborating with liquor brands to create unique flavors can drive sales and increase consumer interest.
- Beverage
- Leveraging the sour candy flavor trend in the beverage industry can create a unique and novel experience for consumers seeking new flavor profiles.
