Sazerac taps into US market’s growing interest in Korean culture with new soju innovation

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Sazerac has expanded into the growing soju category with the launch of Dalho Soju in the US market, available in two size formats.

The spirits giant said the new brand aims to ‘bring a new perspective’ to the soju category, pairing its tradition of connection with a ‘modern emphasis on flavour, choice and discovery’.

Soju, a distilled alcoholic beverage originating in Korea, is gaining traction in the US, fuelled by growing interest in Korean culture and new drinking occasions.

According to IWSR data, US soju volumes are predicted to grow at a 16% compound annual growth rate through 2029, outpacing broader spirits trends and driven primarily by younger drinking-age consumers seeking flavour exploration.

Distilled from grain, Dalho is named after the Korean words for moon (달) and tiger (호), aiming to reflect ‘a bold spirit and the energy of modern social connections’. It launches in a classic 375ml bottle format, honouring soju’s heritage as a spirit traditionally enjoyed with meals, while also introducing what it calls a ‘market-first’ 50ml option that offers ‘more flexibility for flavour variety and casual trial’.

Dalho Soju launches in four flavours – original, peach, strawberry and lychee – each bottled at 17% ABV. It is now available through select retailers, restaurants and bars across Sazerac’s US distribution network, debuting at a suggested retail price of $0.99 for the 50ml bottle and $5.99 for the 375ml bottle.

Lauren Selman, brand director of global growth and innovation at Sazerac, said: “Soju has always been a spirit rooted in connection, and we wanted Dalho to build on that in a way that feels fresh and inviting”.

“Whether someone is trying soju for the first time or already enjoys the category, the flavours and the 50ml format offer an approachable way to explore the Dalho line-up and discover something they enjoy.”