HiteJinro announced on the 30th that it participated in the United Kingdom's largest gourmet festival, 'Taste of London 2025.'
According to HiteJinro, during the event, it operated a standalone booth called the 'JINRO Discovery Bar.' Taste of London is the largest food festival in the UK, held annually in June at Regent's Park in central London. This year's event, held from the 18th to the 22nd, brought together representative restaurants from London, various international cuisines, and diverse alcohol brands, attracting over 50,000 visitors.
The participation in this event aims to diversify local consumer touchpoints. At the JINRO Discovery Bar, events were conducted, including ▲ a toad character tattoo attachment and prize event ▲ a cocktail demonstration of JINRO by world-renowned bartender Tye Biswas ▲ sales of collaboration T-shirts and goods with British illustrator Jessica Lee.
Additionally, it conducted tasting experiences using fruit liqueurs and Chamisul, and engaged in brand experience-focused marketing through collaborations with global bartenders and artists. According to HiteJinro, more than 10,000 people visited the booth during the event to experience soju, including JINRO and Chamisul.
A representative from HiteJinro noted, 'Europe requires differentiated tasting events and consumer touchpoint marketing to appeal to a variety of consumer tastes,' adding that 'we will expand sales by strengthening local distribution networks across Europe while simultaneously implementing proactive local marketing strategies.'