Sazerac Co has unveiled a new-to-market soju brand in the US, marking the company’s first foray into the Korean spirit category.
The grain-based spirit has an ABV of 17% and comes in four variants: Original, Peach, Strawberry and Lychee. Dalho is being rolled out in 5cl and 37.5cl bottles and ten-packs of the former, with SRPs of US$0.99, $5.99 and $9.99 respectively.
The brand is now available at “select” retailers, restaurants and bars “across Sazerac’s US distribution network”.
Sazerac Co said the soju category is “gaining momentum” in the US, “fuelled by growing interest in Korean culture, flavour-forward spirits and new drinking occasions”. The company cited IWSR estimates that soju volumes will grow at a 16% compound annual growth rate between now and 2029. This growth will be driven by younger legal-drinking-age consumers, it added.
“Soju has always been a spirit rooted in connection, and we wanted Dalho to build on that in a way that feels fresh … ,” said Sazerac Co global growth & innovation brand director, Lauren Selman. “… the 5cl format offers an approachable way to explore the Dalho lineup.”
South Korean company HiteJinro Co has been givng its Jinro soju flagship a push outside of its domestic market in recent months, including launching the brand’s first global campaign and limited-edition packaging.
