HiteJinro brings Tito’s vodka to South Korea

HiteJinro, the highest-selling spirits brand in the world, has signed a deal to become the exclusive importer and distributor of US brand Tito’s Handmade Vodka in South Korea.

HiteJinro, the largest beverage alcohol company in Korea, is the world’s leading soju producer.

The company, headquartered in Seoul, is also an importer and distributor in the country, with a portfolio including Silver Oak wine, Paulaner German beer, Kirin Ichiban Japanese beer, Cutty Sark and Glen Turner Scotch, Komos Tequila, and Hardy Cognac.

US-based spirits brand Tito’s is the latest spirit to join the portfolio, and HiteJinro will be the brand’s exclusive importer and distributor in South Korea.

“Jinro Soju is the top-selling spirit brand in the world, clearly HiteJinro knows how to successfully market and sell liquor brands,” says John McDonnell, managing director, international at Tito’s Handmade Vodka.

He described South Korea as a “very important spirits market”, and said the brand was looking forward to helping HiteJinro celebrate 100 years in business, an anniversary the company is celebrating this year.

South Korea’s spirits market is predicted to bring in revenues equivalent to US$6.7 billion in 2024, according to Statista. At-home drinking drives the majority of alcohol sales, with more spirits purchased in retail and convenience stores than in restaurants and bars.

Tae-Young Ryu, premium division director at HiteJinro, said: “At HiteJinro, our corporate philosophy is to share joy and hope across the world, values that align perfectly with Tito’s’ mission to turn spirits into love and goodness.”

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