Lotte Chilsung Beverages has reported a remarkable 700% increase in soju sales for the year ending March 2025. This surge follows a new U.S. distribution agreement with California-based spirits company Gallo, effective from January 2024. Gallo’s Spirit division, ranked as the third-largest spirits supplier in the U.S. by volume, will distribute Lotte’s Korean soju brands Soonhari, Chum Churum, and Saero across the U.S. market.
Export Growth and Market Trends
Lotte Chilsung expects its soju exports to grow by 3% in 2024 compared to the previous year. Won-kuk Lee, a marketing team member for Lotte’s soju brands, attributes this success to the rising social popularity of Korean soju, boosted by the global influence of K-pop and K-dramas.
Lee highlighted the rapid growth of soju exports to the U.S., calling it “an important market in the coming years.” In contrast, soju exports to Japan—the category’s largest importer—are showing signs of leveling off.
Popular Soju Brands and Varieties
The three main brands distributed by Gallo include:
Soonhari (12% ABV), meaning “smooth” in Korean, available in multiple flavors such as grape, apple, grapefruit, peach, strawberry, yogurt, and apple mango. Lee noted Soonhari is “growing fast” in the U.S.
Chum Churum, meaning “like the first time,” offered unflavored in two versions: original (16.5% ABV) and rich (20% ABV).
Saero Zero Sugar (“new” in Korean), an unflavored soju with 16% ABV, which Lee says is “leading the growth of the Lotte Soju brand.”
Educating the U.S. Market About Soju
A key focus for Lotte Chilsung is educating American consumers on what soju is and how it differs from sake. The company is crafting marketing content that highlights the best ways to enjoy soju, targeting customers with interests in Korean culture.
Lee explained the company’s goal to strengthen soju’s global standing by expanding local production partnerships and collaborating with global intellectual property agencies. This approach aims to create a brand image that appeals to wider international markets.
Soju’s Appeal and Market Potential
Soju’s lower alcohol content, compared to other spirits, and its smooth, refreshing taste make it attractive to new drinkers, women, millennials, and Gen Z consumers. Lee emphasized its suitability for cocktails, thanks to its neutral flavor similar to vodka.
“With growing interest in Korean food, music, and spirits in the U.S. and Canada, we plan to expand culture-based consumer content,” Lee said. He also expressed confidence in soju’s potential to become a mainstream global spirit due to Korea’s rising cultural influence.
Industry Context and Future Outlook
South Korea remains the world’s largest soju exporter, with shipments expected to surpass $200 million in 2024. Lee pointed to soju’s versatility, convenience, and unique taste as key factors driving its growing global popularity.
Lotte Chilsung Beverages, part of the South Korean Lotte Group, exports to over 70 countries worldwide. It ranks as the world’s second-largest soju producer, after Jinro, the best-selling spirit globally. Jinro continues to expand internationally, including efforts to boost sales in the UK through partnerships with festivals like All Points East and Taste of London.
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