🍶 Soju > Sake? 🍶

Soju by Eiliv Aceron courtesy of Unsplash

While sake still gets the headlines, its sweeter, lower-ABV cousin is quietly overtaking it on back bars and in shoppers’ baskets.

JINRO Inc.’s global Q1 sales are up 8.2%, fuelled by a £6.5m UK investment, while Lotte’s US sales have rocketed 700% year-on-year. It’s not just a trend — it’s a takeover.

So why is soju suddenly everywhere?

🇰🇷 Culture: Riding high on the 'Hallyu' wave, Korean culture continues to dominate Western entertainment, food and now drinks.

🍹 Lower ABV: At around 12–13%, soju taps into shifting preferences for lighter serves among younger and more health-conscious drinkers.

🥂 Shareable: Its communal, shot-based drinking style aligns perfectly with the modern appetite for social, shared experiences.

Sake may be ceremonial, but soju is social, and smart brands are making moves now.

Perhaps the real question isn’t soju vs. sake, but whether the giants of vodka should be looking over their collective shoulders...