The premium distilled soju brand "KHEE Soju (KHEE soju)" said on the 14th it will expand its overseas business to grow Korean soju into an independent spirit category in the global liquor market alongside vodka, gin and tequila. The plan is to expand soju—long known domestically for its mass-market diluted style—into a drink that highlights ingredients, fermentation and distillation methods, aroma and flavor.
KHEE Soju's main products are 22% and 38% ABV. The 38% product preserves its higher proof and aromatics so it can be enjoyed neat or on the rocks, and it is also suitable as a cocktail base. The 22% product was likewise created not only for drinking on its own but also to target varied consumption such as highballs.
KHEE Soju's strategy overseas is to broaden consumption touchpoints to fine dining and bars by enabling soju to be enjoyed in diverse ways beyond neat or on the rocks, such as in cocktails and highballs. To that end, it is expanding its distribution network overseas, focusing on high-end restaurants and bars.
KHEE Soju is currently sold at many restaurants and liquor retailers in New York, including Atomix, COQODAQ, COTE Korean Steakhouse, Jua and Jung Sik. It has also secured retail channels in Los Angeles and Las Vegas, centering on hotels, restaurants and specialty liquor stores.
It is also expanding its domestic lineup. KHEE Soju unveiled a 16.5% product in July this year, its first new product in four years. Alongside this, it introduced a collaboration with Saenghwal Beer, broadening the existing 22% and 38% lineup into lower-proof ranges.
Meanwhile, KHEE Soju's product development involved founder Eva Chow and master blender Lee Jong-gi, a first-generation Korean whisky blender. Lee studied brewing and distilling at Heriot-Watt University in the United Kingdom, served as a vice president at Diageo Korea, and is currently the head of OMINARA and the president of the Korea Spirits Association.
KHEE Soju uses 100% domestic new-crop rice and groundwater from Mungyeong Saejae as ingredients. More than three base spirits fermented with different yeasts are distilled using the "DLIS (Dr. Lee Induction Still)" method developed by Lee, then aged for at least 90 days in traditional earthenware onggi. The individual base spirits are then blended to complete the product. No artificial additives are used.
A KHEE Soju official said, "Based on uniquely Korean elements such as rice and water, fermentation, distillation, onggi aging and blending, we will present a new standard for distilled spirits that can be recognized in the global market."