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In its home country, soju is ‘national spirit’
Soju, the beverage distilled from grain, is dubbed the “national drink of South Korea”
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span>Soju, the beverage distilled from grain, is dubbed the “national drink of South Korea”. It is the best-selling liquor in South Korea thanks to the nation’s deep cultural ties with the alcoholic drink.
In the ginseng country, Soju is relatively cheap, widely available, and lower in alcohol than other liquors.
“Soju was very popular in Korea because back then many Koreans were poorer than today’s generation. They could only afford soju, which was cheaper,” says Kim Myung-ha, the marketing head of leading South Korean soju manufacturer Hite Jinro in Indonesia.
“Korean people are very hard workers, so they need soju to relieve their stress,” Kim adds.
The drinking culture is an integral part of Korea — mainly for social interactions. Korea has a word for hanging out with friends and colleagues to drink: hoesik.
The country also has drink rituals for its national spirit. Koreans drink soju with their peers or colleagues and pour each other the beverage. An empty glass should be filled with another shot as soon as possible.
Hanging out with older people or colleagues of higher status, the rules are stricter. You have to pour soju for them with two hands and receive the shot of soju from them with both hands as well.
“In Korea, we pay high respect to those who are older and have a higher position than us,” Kim explains.
South Korea also produces fruit-flavored soju, such as grapefruit, lemon, peach and blueberry. Lower in alcohol but higher in sugar; the fruit-flavored booze is in high demand among young people.
Jiron soju has been the best-selling spirit in the world for almost two decades. Jiron was the world’s most-sold liquor brand with 75.9 million 9-liter cases sold in 2017, according to a report by International Wines and Spirits Record (IWSR). Another soju brand, Chum Churum, is also among the world’s largest-selling liquors.
South Korea, which produces the majority of soju brands, exports soju mostly to Japan, the United States, Canada and Southeast Asia
In order to market soju to a wider audience, K-pop superstars Psy, Big Bang, and Girls’ Generations have promoted the clear and colorless Korean liquors across the globe.
The origin of soju goes back to the 13th century when Mongol invaders introduced the distillation method to Korea. Soju is a distilled beverage made from grain, traditionally rice. But after the Korean War in the early 1950s, South Korea faced a rice shortage and distilling rice was banned. The distillers then made soju from other grains and starches, such as wheat, sweet potato and tapioca. In 1999, the ban was dropped, but many modern manufacturers still continue using the alternative starches until now.
Compared to vodka with 40 percent alcohol by volume (ABV), commercial soju is lower in alcohol, with roughly 17 to 25 percent ABV. The lower ABV means that soju is easy on the palate and the pocket.
The lower ABV soju has a less distinctive flavor, making it a suitable companion for food. Soju blends well with anju, or Korean food to be consumed with alcohol, such as kimchi jjigae (kimchi stew), samgyeopsal (pork belly) and even Korean shrimp crackers.
Premium soju has higher level of alcohol. Made using traditional methods, the ABV of premium soju alcohol content reaches more than 50 percent. The higher ABV soju is best consumed neat or on the rocks.
