Jinro Melon Limited Edition (HiteJinro)
Jinro Melon Limited Edition (HiteJinro)

HiteJinro said Friday it has launched Jinro Melon Limited Edition, an export-only soju product combining sweet melon flavor with the fresh taste of soju, as the company seeks to capitalize on growing global demand for flavored alcoholic drinks.

Jinro Melon is the seventh fruit-flavored liquor in HiteJinro's lineup and the fifth available exclusively overseas, following plum, strawberry, peach and lemon varieties.

The product was launched late last month in countries including the US, Japan, Vietnam, Australia and the UK, and will be rolled out sequentially in more than 20 countries worldwide.

According to the global alcohol business research company IWSR, the global “ready-to-drink” alcohol market grew at an annual rate of 9.4 percent from 2019 to 2024, and is projected to reach 77 trillion won ($57 billion) by 2029.

In line with this expanding market, HiteJinro’s fruit liqueur sales have seen a 59 percent compound annual growth rate from 2016 to 2024, solidifying its position as a flagship export product.

With an alcohol content of 13 percent, Jinro Melon blends a soft melon scent with a pleasantly sweet taste. The flavor reflects strong consumer preference for melon in surveys and global trend analyses.

In particular, the new product has distinct packaging, using a black label, unlike those in its existing fruit-flavored lineup, to emphasize its limited-edition status and create a more premium image, the company said.

HiteJinro said it plans to promote the new product through its global social media channels.

“Jinro Melon Limited Edition blends melon with soju for global consumers to readily enjoy,” said Hwang Jung-ho, executive director of HiteJinro’s overseas business division.

“As it's the first limited edition of our fruit liqueur lineup, we hope to offer a special drinking experience, and we will continue boosting our brand's popularity with innovative products.”


stlee0329@heraldcorp.com