Arushi, a 25-year-old marketing executive, first discovered soju through K-dramas, where it’s often an important part of conversations, food, and culture.

“I’ve always enjoyed experimenting with new flavours, and soju quickly became one of my favourites, especially when paired with ramen. However, it wasn’t always readily available in India. But with the growing influence of Korean culture and K-content, that has changed. Today, with so many brands entering the Indian market, soju has become far more accessible, without me having to travel to Korea,” she shared.

The growing popularity of Korean entertainment has helped familiarise Indian consumers with Soju. Over the past few years, audiences have become increasingly exposed to Korean dining and drinking occasions through streaming platforms, restaurants, and social media, which has improved awareness.

Raghav Sachdeva, Co-founder and CEO, Nuvola Spirits, added that Korean culture has become increasingly mainstream among Gen Z and young millennials.

“Soju became aspirational through culture before it was commercially available at scale. India’s drinking culture is evolving. Consumers are far more experimental, globally aware, and open to lighter, more social drinking formats beyond traditional spirits. They prefer lower ABV and higher-flavor-profile drinks. There is also a visible shift towards experience-driven consumption, where people are buying into culture, rituals, and lifestyle alongside the product,” he said.

Banking on this demand, Nuvola Spirits launched Seoulmate Soju in Karnataka in April 2026. The beverage is made from premium rice distillate. Since then, the company expanded to Goa and Delhi and is preparing to enter Haryana, Maharashtra, and Assam. Bengaluru has emerged as an important market given its younger, affluent, and globally exposed consumer base.

“Our focus is on building a strong presence across key urban and high-growth markets while steadily increasing accessibility for consumers across India. The larger vision is to establish Seoulmate as a nationally recognized Soju brand by scaling thoughtfully across culturally relevant and consumption-forward markets,” Sachdeva noted.

Similarly, Monika Alcobev Limited, an importer of premium wines and spirits, partnered with the South Korea-based Jinro, one of the country’s most popular Soju labels. In 2024 alone, it sold 96.8 million cases worldwide. Today, the brand reaches more than 80 countries. Launched in December 2025, Monika Alcobev handles import, distribution, and marketing across major cities for Jinro.

Jinro’s rollout in India has commenced across Delhi, Haryana, Chandigarh, Uttar Pradesh, Mumbai, Bengaluru, Hyderabad, and Goa. The company plans to strengthen its presence across additional tier-I and tier-II cities, supported by Monika Alcobev’s distribution network spanning hospitality, retail, and travel retail channels.

“Flavoured Soju variants have played an important role in introducing new consumers to the category globally, and India is witnessing a similar trend. Indian consumers, particularly younger audiences, are increasingly experimenting with approachable and easy-drinking beverage formats. Flavoured Soju fits naturally within these consumption patterns,” said Kunal Patel, MD, Monika Alcobev Limited.

Jinro’s India portfolio includes Chamisul Fresh alongside variants such as Green Grape, Plum, Strawberry, and Peach.

Penguin Overseas, an importer and distributor of premium spirits, also launched ‘So Good’ Soju in India in April 2026. The beverage is developed and manufactured in India. Currently, the brand’s still range has Peach and Green Apple variants, while the Sparkling portfolio includes variants like Yuzu Lime and K-Bomb. Additional flavours, including Green Grape, Strawberry, Blueberry, and Lemon, are expected to follow.

“Currently, we have launched in Maharashtra and Haryana and will be launching in Karnataka, Goa, Delhi, Arunachal Pradesh, and Mizoram,” shared Jaspreet Singh, Founder & CEO, Penguin Overseas

He added that Soju can be a substitute for Vodka, beer, and whiskey since it pairs well with pan-Asian cuisine, which has gained great momentum in India over the past few years.

While India remains a whisky-first market, Soju can create its own distinct space within the broader alcobev ecosystem, particularly among younger consumers, the players echoed.

The Nuvola Spirits co-founder said most Korean alcobev companies have yet to tailor products for Indian consumers, creating an opening for local brands. The opportunity, he said, lies in reimagining Soju for the way India drinks today.

India is still at an early stage compared to markets like Singapore, Thailand, or parts of Southeast Asia, where Soju has already achieved broader cultural familiarity and stronger on-trade penetration. It is also far more complex from a regulatory and distribution standpoint, which means scaling requires a much more localized and state-specific approach.

Industry players noted that retail wine stores remain a critical channel for scaling Soju in India. Supermarkets and modern trade formats, in states where alcohol sales are permitted, are also becoming important. At the same time, HORECA remains a key growth driver, especially Pan-Asian restaurants, premium bars, and social dining spaces. For an emerging category like Soju, on-trade experiences and retail visibility need to work hand-in-hand to build long-term adoption.

Published on May 10, 2026