When you think of Korean alcohol, soju probably comes to mind, right? I think my friends who came to Korea to study or work would be familiar with the representative career path among Korean soju. In general, if you go to a bulgogi restaurant or bar, I think you can easily find Jinro, a Korean soju.
As Korea's drinking culture develops, there are many Koreans who enjoy soju. There are many different soju brands in Korea, but Jinro is widely recognized as one of the leading Korean soju brands. However, many people may know Jinro as one of the famous soju brands, but many people do not know much about it. So this time, I would like to introduce you to Jinro, one of the Korean soju brands, in detail!
Introduction to career paths
Jinro is Korea's first liquor company established in Pyongyang in 1924 and a national soju brand celebrating its 96th anniversary this year. The name Jinro is a combination of Jinji (眞池), the production area, and 'Ro' (露), which comes from the distillation process where the liquor forms like dew.
Jinro's trademark was originally a monkey. This is because monkeys are considered animals that symbolize good fortune in the northwest region. However, the image of the monkey was not good in some regions, and when the company moved its headquarters to Seoul in 1954, the brand was changed to toad. The toad symbolizes prosperity and longevity, and goes well with Jinro's soft and clean image.
Jinro has also opened a new chapter in Korea's domestic advertising field. In 1959, Toad was used to create the first commercial song in Korea. The song 'Jinro Paradise' became a nationwide hit on radio and TV. Also, in 1998, the use of a woman as a Soju model was unconventional. At that time, Lee Young-ae appeared as a model and announced a new brand called ‘Chamisul’. Chamisul became a huge hit by revolutionizing the soju market with its low alcohol content of 23 degrees and smooth taste.
Jinro has consistently lowered the alcohol content and improved its products according to consumer tastes. Jinro Soju, which started at 35% in 1924, lowered the alcohol content to 30% in 1965 and 25% in 1973, and was upgraded to 'Jinro Gold' in 1993. In 2006, ‘Chamisul Fresh’ (19.8 degrees) was launched and renamed to ‘Chamisul Original’. In 2019, thanks to the retro craze, we launched 'Jinloise Bag', a restoration of the blue Jinro label from the 70s and 80s. This product was loved by the younger generation, selling more than 300 million bottles in just 13 months after its launch.
Jinro is a soju brand recognized not only in Korea but also overseas. It is exported to 7 countries including the United States, Japan, and China, and has also been introduced by 'Wine Spectator', a global wine evaluation organization. Jinro has declared that it will continue its legacy as the national soju and provide enjoyment to consumers with a variety of products and services.
Jinro’s product line
Jinro is a company that mainly produces soju. It offers several brands and flavors, including Chamisul, Ilpoom Jinro, Jinro J, Jinro Mix, Jinro Donguibogam Bokbunjaju, and Jinro Isbaek. Chamisul is the most popular soju brand in Korea, with a variety of products including Chamisul Original, Chamisul Classic, Chamisul Nature, and Chamisul Apple. Chamisul ranked first in global distilled spirits sales for eight consecutive years from 2013 to 2020.
Source: Jinro - Global brand strategy establishment and marketing | Connect B Global (connectbglobal.com)
In addition to soju, Jinro also produces other types of alcoholic beverages, including beer, whiskey, wine, makgeolli, and takaju. Beers include Hite, Max, Queen's Ale, Dry Finish D, and Stout, and whiskeys include Kingdom, Lancelot, and Kingdom 30 Year Old. Wines include Peony, Peony Sparkling, Peony Rosé, and Peony Light, and makgeolli include Jinro Tarudashi, Jinro Makgeolli, and Jinro Makgeolli Light. Takaju includes Jinro Takaju, Jinro Takaju Lite, and Jinro Takaju Gold.
Jinro is a mainstream company recognized not only in Korea but also overseas. It is exported to 7 countries including the United States, Japan, and China, and has also been introduced by 'Wine Spectator', a global wine evaluation organization. Jinro plans to continue its legacy as Korea's national mainstream and provide enjoyment to consumers with a variety of products and services.
