South Korean soju brand Jinro has secured the services of a member of one of the country’s biggest exports, pop group BTS.
Owner HiteJinro Co has recruited V as a global ambassador for its namesake brand. The 30-year-old singer, whose real name is Kim Tae-hyung, will collaborate on a “diverse range of brand marketing initiatives” for Jinro that will be “aimed at expanding consumer touchpoints”.
Financial details about the tie-up were not disclosed.
“The appointment is part of Jinro’s global brand expansion strategy to strengthen its brand competitiveness and build a closer, more familiar connection with consumers worldwide,” Hite Jinro said.
The company’s head of overseas business, Jung-ho Hwang, added: “V is an exceptional artist who naturally represents the brand values and sensibility that Jinro pursues.
“Through our upcoming activities with V, we aim to communicate more closely with consumers around the world and continue expanding the Jinro brand, building on the leadership and heritage it has established.”
Speaking to Global Drinks Intel last month, Billy Abbott, ambassador at UK drinks retailer The Whisky Exchange, forecast that the likes of soju will benefit from the growing popularity of Korean culture overseas. “The awareness of Korea is growing,” he said.
“This has led some drinks people like myself to then start going, ‘What do they have that I can try?’”
