HITE JINRO

Anyone who has visited Korea is familiar with Hite beer and Jinro soju. And for fans of Korean cuisine, Jinro soju is the perfect pairing. Yet, many are unaware that Jinro soju holds the title of the world’s #1 selling spirit. Our mission was to help amplify this message and introduce it to U.S. consumers. To effectively amplify Jinro Soju’s message, we took a creative approach—partnering with K-pop, K-dramas,
and K-food, as well as local favorite sports teams. By tapping into these cultural and community-driven passions, we successfully introduced Jinro Soju to U.S. consumers in an engaging and authentic way.