Discover SOJU

This distinctive Korean spirit sells hundreds of millions of bottles a year – and now it's making a splash overseas

- STORY MILLIE MILLIKEN

If you had to guess what the world's bestselling spirit is, you could be forgiven for not knowing that the answer is soju. This Korean 'sool' (a catchall Korean term for alcohol), which dates back to the 13th century and was traditionally made from rice (other grains and even cassava/sweet potato are now used), is slightly sweet, bright and light in flavour, and sells more than 500 million bottles a year.

Most of those sales are down to a brand called Jinro, which has enjoyed some serious growth in the UK of late. In the first quarter of 2025 alone it saw a 41% uptick and has had a headline summer as the brand to be seen drinking.