Premium distilled soju brand KHEE Soju is entering major domestic duty-free shops to step up its push for overseas consumers.
On the 4th, KHEE Soju said it began selling its flagship products "KHEE 22" and "KHEE 38" at major domestic online and offline duty-free shops on the 31st of last month.
Online, it has entered Hyundai Duty Free, Shilla Internet Duty Free, Lotte Duty Free and others, and it also plans to sell at Shinsegae Duty Free. Offline retailers include Shinsegae Duty Free Myeong-dong, Hotel Shilla Duty Free, Hyundai Duty Free, Lotte Duty Free World Tower, and major duty-free shops at Incheon International Airport.
With overseas consumers' interest in K-food and K-alcohol growing recently, KHEE Soju plans to use duty-free distribution networks to expand touchpoints with global tourists. It also intends to actively use duty-free channels as a springboard to expand into overseas markets.
It is also expanding its product lineup. Last month, KHEE Soju unveiled the low-alcohol premium soju "KHEE 16.5," with an alcohol content of 16.5%, and the RTD (ready to drink) product "KHEE SOMAEK," created in collaboration with craft beer brand Saenghwalmaekju.
KHEE 16.5 keeps the flavor of KHEE Soju while lowering the alcohol content to 16.5%. It uses 100% domestically grown newly harvested rice and was released in a 200 ml size to be enjoyed casually in daily life.
KHEE SOMAEK is an RTD that combines distilled soju and a craft pale ale. By blending the citrus aroma of pale ale with the subtle floral notes of distilled soju brewed with domestic rice, it was developed to let people easily enjoy Korea's "somaek" culture.
KHEE Soju is a premium distilled soju brand founded by CEO Eva Chow to promote Korean culture to the world. It uses domestically grown newly harvested rice and underground water from Mungyeong Saejae, and it is aged for more than 90 days in traditional earthenware to achieve a smooth finish and delicate aroma. The brand name "KHEE" reflects CEO Eva Chow's Korean name and the meaning of "gi (energy)."
CEO Eva Chow said, "With our launch in duty-free shops, we will promote the value of Korean distilled soju to overseas consumers and continue to expand our products and global distribution network."