Unlike conventional rice-distilled spirits, the company explained that Jipyeong Soju blends three grains — rice, barley and sorghum — in what is described as an optimized ratio, yielding a layered flavor profile that balances the spice of sorghum, the nuttiness of barley and the clean finish of rice.
The product has drawn strong interest among younger consumers, the company said, particularly for use in highballs — a cocktail format gaining traction in South Korea.
"Through our entry into Lotte Mart, more consumers will be able to experience the depth of flavor that sets Jipy eong Soju apart," said a company spokesperson, adding that the brand aims to establish itself as one of the top three players in the domestic premium distilled spirits segment.
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