Jinro releases soju which can only be tasted every 100 years

Hite Jinro, the highest-selling spirits brand in the world, has released a soju made using liquid first distilled in 1924 to celebrate its 100th anniversary.

The Korean company, which was founded on 3 October 1924, has now released an ultra-premium rare expression of soju using Icheon rice which has been distilled three times. Icheon rice has historically been used as an offering to kings due to its high quality.

The limited-edition soju, called Ilbok Jinro 1924 Heritage, has been released today (17 July) to mark the 100-year anniversary.

An undiluted solution of Ilbok Jinro 1924 Heritage has been blended with Ilbok Jinro 23 years for the new product, according to the Maeil Business Newspaper.

In commemoration of its foundation year, only 19,240 bottles of the Ilbok Jinro 100th Anniversary Edition have been produced. It will be available on home channels and high-end restaurants nationwide.

The Korean company still topped the list of the biggest spirits brands in the world for 2023.

According to the 2023 Brand Champions report produced by the spirits business, Jinro soju saw a 3.5% dip in volumes to fewer than 100m cases in 2023 after surpassing the milestone for the first time the previous year.

The company has now set its sights on international expansion. Jinro announced last month that it aims to achieve 500 billion won (£279 million) in overseas soju sales in 2030 based on overseas production and export diversification. The target figure is a big increase from Hitejinro’s annual overseas soju sales of 180 billion won (£100m) for the whole of 2023.

Jinro is starting its expansion in Vietnam, where it has announced plans to begin construction on a new soju plant, due to be completed in 2026. The company expects the Vietnam plant will serve as the foothold to expand into neighboring Southeast Asian countries, according to The Korea Times.