NEWS
TOP SOJU MAKER HITEJINRO ENTERED S. KOREA PREMIUM WINE MARKET WITH JINRO RED WINE
By Susan Lewis
14-10-2022
Source: HiteJinro
South Korean soju maker HiteJinro, world's top selling spirits brand by volume, has recently entered the domestic premium wine market with the launch of the first Jinro red wine jointly developed with Sicilian winery Carlo Peligrino.
Before launching its own wine label, the soju maker has been importing and distributing wines in South Korea since 2015.
HiteJinro said they decided to make their wine three years ago. Instead of launching mass market wines, the company decided to enter the premium market and picked Carlo Peligrino, a 7th generation family-run winery in Sicily, as their production partner.
The company said they are directly involved in every process of the wine's development, from selecting grape varieties, wine style, design, branding to marketing.
The familiar image of a toad, HiteJinro’s mascot, is printed on the label to make it more recognisable for Korean consumers.
Instead of relying on wine experts, HiteJinro fine tune the taste, aroma and balance of the wine through multiple tasting sessions with local consumers to make sure the wine suits the palates of most Koreans.
The final product is a bold red wine with robust fruity flavour and a long lingering aftertaste. made from grapes that were harvested late for their sun dried character.
HiteJinro's marketing director, Oh Seong-taek, said: "As Korea's leading alcoholic beverage company, we have worked hard for a long time to release this wine which suits the taste of our domestic consumers. We are confident that they will like it.”
Jinro red wine will be availbel at convenience stores, supermarkets and department stores nationwide, retailed price will be between WON20,000 to 30,000 (USD15 to 22.5) depending on the retail outlet.
(the writer can be contacted at: info@thewinechronicle.com)
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