![\"Jinro\"](\"https:\/\/www.newsbeep.com\/ie\/wp-content\/uploads\/2026\/07\/Jinro-1.jpg\")
Jinro is the world\u2019s biggest-selling spirit brand according to the Brand Champions 2026 report<\/p>\nSoju brand Jinro has enlisted V of South Korean boy band BTS as its global ambassador.<\/p>\n
Jinro is the world\u2019s biggest-selling spirit brand according to the Brand Champions 2026 report<\/p>\n
The appointment of V, whose real name is Kim Tae-hyung, is part of the brand\u2019s global expansion strategy to bring Jinro to more consumers worldwide.<\/p>\n
Jung-ho Hwang, the head of overseas business at HiteJinro, the soju\u2019s parent company, said: \u201cV is an exceptional artist who naturally represents the brand values and sensibility that Jinro pursues.<\/p>\n
\u201cThrough our upcoming activities with V, we aim to communicate more closely with consumers around the world and continue expanding the Jinro brand, building on the leadership and heritage it has established.\u201d<\/p>\n
V\u2019s role with the soju brand will include a range of marketing initiatives. His influence and appeal are said to reflect a \u2018youthful, trend-forward spirit\u2019 that Jinro is looking to position itself as worldwide.<\/p>\n
The brand sold 94.5 million<\/a> nine-litre cases last year, according to the Brand Champions 2026<\/a> report, and is the world\u2019s biggest-selling spirit<\/a>.<\/p>\n In 2025, the Korean soju also invested further in the UK<\/a> with an activation at the Taste of London festival. Jinro has been focusing on the UK market since 2022.<\/p>\n Hwang\u00a0spoke to The Spirits Business last year about how the company is establishing the soju category internationally<\/a>.<\/p>\n According to IWSR data<\/a>, Soju sales increased by 9% outside of its home market in 2025.<\/p>\n Related news<\/p>\n \n \n
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