Hite Jinro advertises on American television
Soju producer Hite Jinro's first U.S. commercials will air on major sports channels — the first international commercial for Korea's alcoholic beverage giant.
Using the slogan, "The world's best-selling spirit," Jinro will air two commercials on NBC Sports and ESPN for New York and Los Angeles audiences for the next five months. Its target viewers are customers who watch sports in local bars.
The company hopes to raise international brand awareness and boost sales of businesses owned by Koreans overseas.
Hite Jinro exports 25 products to more than 80 countries around the world, including China, Japan and the United States. The company has been trying to penetrate the U.S. market since 2016, partnering with local distributors and the LA Dodgers baseball team.
Hite Jinro is the No.1 player in the local soju industry, with more than a 60 percent market share. The North American market for soju could reach $361.1 million by 2026, according to Verified Market Research.
BY KANG JAE-EUN [email@example.com]
More in Industry
Buffet restaurants adapt to pandemic by nixing the buffets
Sale of Doosan Infracore stake could be opportunity for Hyundai Heavy
Volvo XC60 ranks No. 1 for residual value in Encar study
Binggrae to scoop up ice cream competitor after FTC approves merger
LG accepting orders for rollable, $85K television