Jinro to Sell New Soju in China

SEOUL, South Korea—Jinro Ltd., South Korea's biggest traditional liquor maker, said Wednesday it will begin selling a new soju brand that fits to Chinese tastes next month to increase sales in the world's most populous country.

Soju is a diluted Vodka-like liquor with an alcohol content of less than 35 percent. It is one of the most popular alcoholic beverages in South Korea, with an average adult consuming more than 90 bottles a year, according to a government figure.

Over the past two and a half years, Jinro has developed a new type of soju with an alcohol content of 20 percent, made by mixing spirits with water and bamboo flavorings, the company said in a statement.

Jinro chief executive officer Yoon Jong-woong said the new soju, named JINRO, will help the South Korean company increase its brand awareness around the world.

"Jinro plans to leap ahead by aggressively exploring the Chinese market," Yoon said in a statement.

In the first year of selling the new soju, Jinro aims to sell 2.4 million bottles, according to the statement.

The Chinese liquor market is estimated at 48 trillion won (US$4.16 million), it said.