Hite Jinro, the world’s top-selling spirits brand, is celebrating a century of soju-making with the release of a rare, ultra-premium expression crafted from distillate dating back to 1924. The special edition, named Ilbok Jinro 1924 Heritage, marks the Korean company’s 100th anniversary and reflects both its deep-rooted heritage and its ambitions for global growth.

A century of craftsmanship captured in one bottle

Founded on 3 October 1924, Hite Jinro has grown to become a global leader in spirits, best known for its flagship Jinro soju. To mark its centennial, the company has released Ilbok Jinro 1924 Heritage, a limited-edition soju made using Icheon rice—historically revered and once reserved as tribute to Korean royalty. The rice is triple-distilled to create a refined spirit that honours traditional Korean distillation practices.

According to the Maeil Business Newspaper, the soju blends an undiluted distillate from 1924 with Ilbok Jinro aged 23 years. The result is a layered and rare expression, positioned as the brand’s most premium offering to date.

Only 19,240 bottles have been produced, a symbolic nod to the company's founding year. The Ilbok Jinro 100th Anniversary Edition will be available through home retail channels and select high-end restaurants across South Korea.

Jinro remains a global leader in spirits

Despite a small decline in 2023, Jinro still topped the global spirits rankings for the year, according to the Brand Champions 2023 report. The company saw a 3.5% dip in sales volumes, dropping just below the 100 million case milestone it surpassed for the first time in 2022.

Nonetheless, Jinro’s dominance in the soju category remains unmatched. Its broad appeal and affordability have made it a staple in Korean households and dining establishments, as well as a growing presence in international markets.

The release of the centennial soju not only celebrates the brand’s history but also reinforces Jinro’s continued relevance in an increasingly premium-focused spirits landscape.

Plans for international expansion underway

Looking ahead, Hite Jinro is eyeing aggressive international growth. In June 2024, the company announced its goal of reaching 500 billion won (approximately £279 million) in overseas soju sales by 2030. This is a significant jump from its 2023 overseas sales figure of 180 billion won (around £100 million).

The company’s expansion strategy focuses on both export diversification and local production. A key part of this strategy is the construction of a new soju production plant in Vietnam, expected to be completed by 2026.

According to The Korea Times, the Vietnam facility will serve as a springboard for expansion into neighbouring Southeast Asian markets. These include countries where demand for Korean food and culture continues to grow, making them ripe for soju adoption.

Heritage meets modern ambition

The launch of Ilbok Jinro 1924 Heritage bridges the brand’s legacy with its future aspirations. As the soju category gains traction globally, Jinro is uniquely positioned to lead the charge, balancing authenticity with innovation.

By showcasing a century of distillation history in a single bottle, Hite Jinro is sending a clear message: the company’s roots are deep, but its sights are set on a far-reaching future. Whether enjoyed in a luxury dining setting or a bustling street-side restaurant in Seoul, Ilbok Jinro 1924 Heritage serves as a celebration of Korean craftsmanship—and a symbol of where the brand is headed next.