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US-based RTD sparkling soju brand Hello Soju has announced the closing of a $6.8m funding round, set to accelerate the brand’s innovation.

The round was led by a personal investment from Ted Schlein of Kleiner Perkins and Ballistic Ventures, and supported by Hello Soju’s parent company, THG.

Hello Soju, launched in 2023, aims to provide a modern take on the Korean spirit, ‘reimagined for today’s global generation’. The brand said the new capital will support its expanded production in California, strategic marketing, and its debut in the spirits category with the introduction of a premium 700ml rice-based soju spirit, launching this summer.

The new spirit is crafted with notes of honey, citrus and melon, and will be presented in a black ombre bottle.

The funding will also support the brand’s relaunch, returning to shelves with a new look across a portfolio of five sparkling RTD soju flavours: Asian Pear, Lemon Yuzu, Green Grape, Peach and Lychee. A new variety pack will also be launched.

In tandem with the relaunch, Hello Soju recently welcomed Dan Ginsberg and Sandra ‘Sandey’ Kang to its board of directors.

Ginsberg brings experience across beverage, CPG and fashion, having formerly served as CEO of Red Bull North America and Dermalogica. Kang co-founded media organisation Range Media and non-profit Korean Leaders, and is a former Creative Arts Agency executive, bringing expertise in cultural marketing.

Elisabeth Baron, whose previous CPG experience includes roles at Diageo and LVMH, has recently been appointed as Hello Soju’s CEO.

Commenting on the funding round, Baron said: “We're reimagining what soju can be – modern, stylish and deeply rooted in cultural connection. This raise allows us to scale efficiently while staying true to our purpose: connecting communities through refreshing experiences.”