Soju model Jinro has enlisted V of South Korean boy band BTS as its world ambassador.
The appointment of V, whose actual title is Kim Tae-hyung, is a part of the model’s world enlargement technique to deliver Jinro to extra customers worldwide.
Jung-ho Hwang, the top of abroad enterprise at HiteJinro, the soju’s dad or mum firm, mentioned: “V is an distinctive artist who naturally represents the model values and sensibility that Jinro pursues.
“Via our upcoming actions with V, we intention to speak extra carefully with customers world wide and proceed increasing the Jinro model, constructing on the management and heritage it has established.”
V’s function with the soju model will embrace a variety of selling initiatives. His affect and attraction are mentioned to replicate a ‘youthful, trend-forward spirit’ that Jinro is seeking to place itself as worldwide.
The model bought 94.5 million nine-litre circumstances final 12 months, in accordance with the Model Champions 2026 report, and is the world’s biggest-selling spirit.
In 2025, the Korean soju additionally invested additional within the UK with an activation on the Style of London competition. Jinro has been specializing in the UK market since 2022.
Hwang spoke to The Spirits Enterprise final 12 months about how the corporate is establishing the soju class internationally.
In keeping with IWSR knowledge, Soju gross sales elevated by 9% exterior of its house market in 2025.
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