Hoju debuts Australian-made soju on the market

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29 Sep

Article reposted from National Liquor News — Written by National Liquor News

A local independent brand has turned a soju curiosity into a love affair, releasing an all-Australian soju into the market. Hoju Soju, created by Paul Wheatley and Damian Kent, was created to offer something different in Australia’s spirit industry, while also catering to the increasing global interest in Korean culture.

“We would like to help introduce premium soju to a new audience and help grow a category that is under-represented here in Australia,” said Wheatley.

The new brand’s name is a fusion of two countries, with Hoju translating to ‘Aussie’ in Korean.

As Wheatley said: “We want to put new eyes on the category, with a different spin on what soju can be, while still paying homage and respect to its traditional Korean heritage.”

Hoju Soju comes in 500ml clear bottles (different from the smaller and green bottles soju is usually packaged in), which aims to show how soju can stack up against other white spirits and why it’s best when shared. Wheatley said the brand wants to be seen as a premium lower ABV option and champion the mid-strength section of the market.

“We’re promoting it as the most versatile spirit around - at 17 percent ABV, you don’t experience a mouth burn, like you get from even the very best full-bodied spirits when consumed neat,” he said. “The lower ABV makes it smooth and delicate on its own, the perfect spirit to enjoy celebrating special occasions, without pulling a tequila face afterward!”

Article reposted from National Liquor News — Written by National Liquor News