HiteJinro said on the 14th that it will run a shop-in-shop promotion with the fine-dining brand OSA in Cheongdam and Hannam so customers can experience the premium distilled soju brand Ilpoom Jinro more deeply.
HiteJinro said the Ilpoom Jinro shop-in-shop promotion was planned to convey the value of premium distilled liquor by expanding consumer touchpoints for the Ilpoom Jinro brand. After running it on Oct. in Gapodo San in Apgujeong, Seoul, and Dongnyeok in Sinsa-dong, Gangnam District, Seoul, this is the second time.
The two OSA locations in Cheongdam and Hannam participating in this collaboration have created a brand zone with a "Story of Ilpoom Jinro" concept to intuitively convey Ilpoom Jinro's brand story and philosophy. To offer a chance to compare the aging, texture, and aroma differences among each product—Ilpoom Jinro 25, Ilpoom Jinro Oak 25, and Ilpoom Jinro Oak 43—a three-item sampler will be sold. The promotion will run from the 15th to the 31st of next month.
Ilpoom Jinro 25 is characterized by using only the middle cut with the most outstanding aroma and flavor and being brewed with a cold filtration method that removes off-flavors and impurities at subzero temperatures. Ilpoom Jinro Oak 25 blends only highly matured cask-aged base spirits using HiteJinro's proprietary know-how, resulting in a product that highlights aroma and flavor. Ilpoom Jinro Oak 43 blends cask-aged base spirits matured for more than 12 years under strict temperature and humidity control, boasting a deep and smooth taste.
A HiteJinro official said, "This collaboration is a promotion designed to let people naturally experience Ilpoom Jinro's aroma, flavor, and philosophy in a premium dining space," adding, "We will continue to contribute to expanding the premium distilled soju market and advancing Korea's gourmet culture through various collaborations."