Lotte Chilsung Beverage Spreads Across the Country Beyond Korean Liquor Like the First Time!
Sep 11, 2025
Lotte Chilsung Beverage is strengthening its position for a global leap forward by recording steady growth in the U.S. soju market, starting with 'As Soon Hari First (hereinafter Soon Hari)'.
Lotte Chilsung Beverage's Sunha-ri sales channel surpassed 23,000 stores in the U.S. in the first half of this year. Compared to 2,700 stores at the end of 2023, it increased more than eight times. There are also 48 states selling soju in the U.S., an increase of about 85% compared to 26 states at the end of 2023.
Lotte Chilsung Beverage has expanded its sales channels to local markets by sequentially entering large U.S. distribution channels such as Costco, Target, Kroger, and Albertsons in 2024.
Thanks to this, Lotte Chilsung Beverage's fruit soju exports to the U.S. recorded an annual average growth rate of 38% from 2021 to last year, and fruit soju exports in the first half of this year also increased by about 20% year-on-year. Furthermore, as at the beginning, exports of regular soju, such as Sae-ro, to the U.S. rose more than 20 percent annually from 2021 to last year.
Lotte Chilsung Beverage analyzed that Sunha-ri's cooperation with local liquor distributors 'E&J Gallo' was a success factor in expanding beyond the Korean market to the local market. E&J Gallo is a liquor company that exports wine to about 110 countries around the world, including 'Carolosi' and 'Gallo', and has a powerful influence in the U.S. liquor market. Lotte Chilsung Beverage signed a business agreement to strengthen its global partnership in December 2023, and from January of the following year, it used Gallo's distribution network to store 'Sunha-ri', 'Like the First', and 'Saero' in local liquor stores and hypermarket chains.
In addition to diversifying channels, Lotte Chilsung Beverage is conducting various activities to preoccupy the fruit soju market in the United States. In April this year, the U.S. launched two new products, Sunha-ri plum and Sunha-ri Rich, and held SNS events to promote new products. Sunharie Rich and Jadoo were also recognized for their product excellence by winning double gold and silver at the 2025 San Francisco Liquor Fair, respectively.
Since August, major university football stadiums in Florida, Wisconsin, and Texas have been operating Sunha-ri booths. Its strategy is to increase brand awareness among young Americans by conducting marketing activities such as tasting events and providing goods. In addition, Lotte Chilsung Beverage is also operating a Sunha-ri bar at LA Galaxy's home stadium in the U.S. professional soccer.
Meanwhile, as the popularity of Korean soju in the United States increased, the U.S. California Legislature enacted September 20 every year as 'Soju Day' starting this year. To commemorate this, Lotte Chilsung Beverage took the lead in introducing new products, holding tasting events, and promoting the characteristics and meaning of Korean soju products at the event held in August.
Lotte Chilsung Beverage's Sunha-ri sales channel surpassed 23,000 stores in the U.S. in the first half of this year. Compared to 2,700 stores at the end of 2023, it increased more than eight times. There are also 48 states selling soju in the U.S., an increase of about 85% compared to 26 states at the end of 2023.
Lotte Chilsung Beverage has expanded its sales channels to local markets by sequentially entering large U.S. distribution channels such as Costco, Target, Kroger, and Albertsons in 2024.
Thanks to this, Lotte Chilsung Beverage's fruit soju exports to the U.S. recorded an annual average growth rate of 38% from 2021 to last year, and fruit soju exports in the first half of this year also increased by about 20% year-on-year. Furthermore, as at the beginning, exports of regular soju, such as Sae-ro, to the U.S. rose more than 20 percent annually from 2021 to last year.
Lotte Chilsung Beverage analyzed that Sunha-ri's cooperation with local liquor distributors 'E&J Gallo' was a success factor in expanding beyond the Korean market to the local market. E&J Gallo is a liquor company that exports wine to about 110 countries around the world, including 'Carolosi' and 'Gallo', and has a powerful influence in the U.S. liquor market. Lotte Chilsung Beverage signed a business agreement to strengthen its global partnership in December 2023, and from January of the following year, it used Gallo's distribution network to store 'Sunha-ri', 'Like the First', and 'Saero' in local liquor stores and hypermarket chains.
In addition to diversifying channels, Lotte Chilsung Beverage is conducting various activities to preoccupy the fruit soju market in the United States. In April this year, the U.S. launched two new products, Sunha-ri plum and Sunha-ri Rich, and held SNS events to promote new products. Sunharie Rich and Jadoo were also recognized for their product excellence by winning double gold and silver at the 2025 San Francisco Liquor Fair, respectively.
Since August, major university football stadiums in Florida, Wisconsin, and Texas have been operating Sunha-ri booths. Its strategy is to increase brand awareness among young Americans by conducting marketing activities such as tasting events and providing goods. In addition, Lotte Chilsung Beverage is also operating a Sunha-ri bar at LA Galaxy's home stadium in the U.S. professional soccer.
Meanwhile, as the popularity of Korean soju in the United States increased, the U.S. California Legislature enacted September 20 every year as 'Soju Day' starting this year. To commemorate this, Lotte Chilsung Beverage took the lead in introducing new products, holding tasting events, and promoting the characteristics and meaning of Korean soju products at the event held in August.
|
This article was translated by Naver AI translator.
