KR Company said on the 28th that its premium traditional distilled soju brand "40240 Dokdo Soju" has entered six major duty-free shops at the same time, including Incheon International Airport and Jeju and Gimpo airports. It appears to be moving to target the global market.
The products placed in airport duty-free shops are 40240 Dokdo 27% (500㎖) and 40240 Dokdo 37% (500㎖). They are sold as traditional distilled soju representing Korea. In particular, the brand incorporates symbolism by branding Dokdo's postal code, "40240."
KR Company plans to expand contact points with global consumers following exports through the duty-free shop rollout. Airport duty-free shops are considered a key distribution channel used both by outbound international travelers and foreign visitors to Korea. Entry standards are known to be that much more stringent.
Chief Executive Lim Jin-uk of KR Company said, "Entering duty-free shops is an important turning point to meet global consumers directly," and added, "We will grow into a brand that promotes both the value of Korea's traditional distilled soju and the meaning of Dokdo."