JINRO Soju, introduced in 1924 by HiteJinro Co., Ltd has earned a cherished place in the hearts of South Koreans, making it a beloved and popular spirit in the country. JINRO has an exceptional track record, holding the prestigious title of the world's No. 1 spirit for an impressive 22 years in a row and reigning as Korean No.1 Soju for an astounding 52 years. Its remarkable success has led to it being recognized as the "National Soju" of Korea and has propelled its presence to international markets, with distribution in 82 countries worldwide.
Magnum Wines and Spirits Sdn Bhd, the sole distributor for JINRO in Malaysia, has experienced a remarkable 600% surge in the volume of imported soju since its takeover of the JINRO brand in 2019. To commemorate this remarkable achievement and prepare for the upcoming 100th Anniversary of JINRO, Magnum Wines & Spirits Sdn Bhd, organized the JINRO Appreciation Night 2023.
The JINRO Appreciation Night 2023 embraced a vibrant and playful theme inspired by a Mini Fun Fair. The theme perfectly reflects JINRO's spirit of freedom, creativity, and mischief, which has been instrumental in spreading the soju culture worldwide and fostering an enjoyable drinking experience for its consumers. During the event, Datuk Gwee Sze Kiat, the Managing Director of Magnum Wines & Spirits Sdn. Bhd, expressed heartfelt gratitude to all the partners who have contributed to JINRO's triumphs and aimed to further strengthen the bonds and loyalty among the partners.
Amidst the celebration, Mr. Hwang Jung-Ho, the Managing Director of HiteJinro’s Overseas Business Headquarters, shared in the joy and appreciation for the warm reception Malaysians have shown towards JINRO Soju. He also acknowledged the invaluable support from partnerships that have played a significant role in establishing JINRO's strong presence in the Malaysian market. The success of JINRO not only in Malaysia but also in countries including Singapore, Vietnam, and Indonesia was commemorated, reflecting JINRO's aspirations to become an integral part of people's lives in these regions.
During the press conference, Commercial Director of Magnum Wines & Spirits Sdn Bhd, Ms. Tiffany Gwee said “As an importer of wines and spirits, it is always my priority to ensure that Malaysian consumers receive the best quality and value when it comes to alcoholic beverages. Drawing from my personal experience of living in Seoul and being a former K-pop fan, I am well-acquainted with soju, and I can confidently say that among all brands, JINRO stands out for its exceptional standards in every aspect, particularly in terms of quality and taste. Furthermore, JINRO's branding standards are truly remarkable and captivating. From its sharp, clean, and youthful label to the iconic JINRO toad mascot and even its endorsement by Korea's top models, JINRO offers an unparalleled package. It is simply the best soju that we can proudly present to Malaysian consumers.”
“One of the key differentiating factors of JINRO Soju is its clean and smooth taste. Unlike some other brands, JINRO Soju is known for its mild and gentle flavor profile. It is not spicy or harsh, making it a popular choice among consumers who prefer a smoother drinking experience. When you drink JINRO Soju, it goes down your throat smoothly without causing any discomfort. The texture is often described as velvety and the taste is clean, allowing you to enjoy the drink without any overpowering flavors. Additionally, JINRO Soju leaves a light and pleasant aroma in your mouth, enhancing the overall drinking experience. This combination of smoothness, cleanliness, and light aroma sets JINRO Soju apart from other brands and contributes to its popularity among soju enthusiasts.” said Ms. Tiffany Gwee.
“We have established a strong and mutually beneficial partnership with HiteJinro, which I believe is largely attributed to Magnum Wines & Spirits' ability to seamlessly integrate Korean culture into the Malaysian market. The success of our collaboration can be attributed to our deep understanding, utilization, and confidence in each other's strengths. For instance, HiteJinro brings exceptional product quality and brand influence, while we contribute our expertise in market penetration and branding in Malaysia.” she said.
“In a competitive market, as the exclusive agent of brands, we have to make sure our brands get the maximum exposure in the market. As a supplier, we have to support our customers to sell the products. While many players see customers as simply a source of revenue, we see our customers as long-term business partners. Many of our customers have been with us for over 20 years, same with many of our wine and spirit brands. I am confident that we will continue to be in a leading position for time going forward. Together with our sister company Muihua Sdn Bhd, we represent many of the world’s top wine and spirit brands in Malaysia, for example, Yellow Tail, Concha Y Toro, Louis Roederer, Sassicaia and more. Our portfolio covers products from over 15 countries and of different price ranges. At Magnum Wines and Spirits, you can always find a bottle suitable for any occasions.”
Event Themed "Fantasy Mini Fun Fair" Bringing Joy to Guests
JINRO demonstrated its commitment by introducing a vibrant and captivating toad mascot, symbolizing youthful energy and fun to elevate the drinking experience. The JINRO Appreciation Night 2023 was themed as a "Fantasy Mini Fun Fair," featuring exciting level-breaking games like ring toss, claw crane, and stick catching, where guests had the chance to win JINRO's delightful presents. A mini JINRO Bar allowed guests to warm up before the main event, and the lively mascot toad engaged with everyone, creating an atmosphere filled with liveliness. Attendees relished K-pop and live band performances, delectable cuisines, JINRO soju, and an exhilarating lucky draw session. The event flawlessly captured JINRO's creative and passionate spirit, spreading joy and fostering togetherness among all participants.
About JINRO Soju
Soju holds immense significance in Korean culture, serving as a favorite beverage for various occasions, from social gatherings to moments of relaxation at home. The production of JINRO Soju involves the fermentation of rice, wheat, barley, tapioca, sweet potato, and other ingredients. Renowned for its refreshing, pure, and sweet taste, JINRO offers several signature flavors such as JINRO Chamisul Original, JINRO Chamisul Fresh, and JINRO Is Back. In response to the preferences of the youth and female markets, JINRO has also introduced fruity flavors like green grape, grapefruit, peach, plum, and strawberry.
With an astounding about 65% of the soju market share and an incredible 100 million cases of soju sold just last year, JINRO stands as the unrivaled and most influential soju brand in Korea. Its longstanding reputation and unparalleled market dominance make JINRO a true powerhouse in the world of spirits.
The Best Selling In The World Guarantee
Ever since its initial export to Vietnam in 1968, JINRO has extended its presence to 82 countries, with Malaysia among them. In Malaysia, the popularity of JINRO has soared, making it a substantial contributor to the brand's overall global 100 million cases of JINRO.
JINRO's dedication to maintaining high-quality standards has earned it the prestigious distinction of being recognized as the world's best-selling soju. This recognition was further amplified by its feature in the esteemed alcohol magazine, "DRINK INTERNATIONAL." As a result, JINRO stands as a symbol of excellence and remains deeply ingrained in the hearts of both South Koreans and consumers worldwide.
“We will continue growing and creating awareness among younger consumers. Collaborating with popular soju places and introducing innovative activities can definitely help attract their attention and create a buzz. Being a first mover in the market has its advantages, and it's great to see that you're leveraging that expertise. Creating interactive activations in different outlets is also a smart move, as it allows customers to feel a sense of connection with the JINRO brand, regardless of where they make their purchase. This can help build brand loyalty and foster a stronger relationship with your customers. Overall, your approach seems focused on engaging with the target audience and providing them with unique experiences. This can go a long way in maintaining JINRO's position as the No.1 soju in Malaysia and further expanding your market share.” said Ms. Tiffany Gwee.
This content is provided by Click Entertainment Sdn. Bhd.
