HELLO SOJU REDEFINES THE COCKTAIL LANDSCAPE WITH ITS FIRST PREMIUM SPIRIT

Crafted in small batches from non-GMO "sticky rice" grown in the mineral-rich fields of Northern California's renowned Sacramento Valley, Hello Soju undergoes a five to seven-day fermentation before being distilled in copper pot stills using the traditional Korean method. The process involves a double pot distillation, which extracts more flavor and character while ensuring purity. Only the purest portion of the spirit, the hearts, is pulled, resulting in a smooth, balanced, and spirit-forward soju.

"Soju has long been Korea's most beloved spirit and is poised for a new chapter," said Elisabeth Baron, CEO of Hello Soju. "Hello Soju's premium profile offers a smooth, innovative alternative to neutral spirits, making it easy for spirit enthusiasts and bartenders alike to craft creative riffs on familiar cocktails."

On the palate, Hello Soju opens with an initial citrus-forward brightness that develops into a burst of fruitiness, layered with notes of rice. The taste is balanced yet complex, with a soft, coating texture that carries a full body more often found in darker-hued spirits. The mid-palate retains the delicate fruit character, giving way to a clean, enduring finish. At 66 proof (33% ABV), it delivers more character than everyday soju or vodka with subtle notes of honey, citrus, and melon, equally suited for sipping neat, sharing as a shot, or mixing into cocktails.

"Hello Soju has grit and complexity, but is also refreshingly honest, like a best friend who always tells the truth," said Juyoung Kang, an award-winning expert mixologist. "With notes of melon rind and cornflower on the nose, which opens into flavors of chestnut, honey, and a touch of green curry. The finish lingers on the palate in a way that keeps you coming back for more."

The launch also introduces Hello Soju's proprietary design: a beautiful 700mL black ombré bottle adorned with the brand's signature gold phoenix, which symbolizes rebirth, celebration, and cultural pride. The bottle's striking design reflects the brand's modern approach to a centuries-old Korean tradition. With its bold presence and cultural symbolism, it's the kind of bottle you want to display, share and gift.

Starting today, Hello Soju Premium Soju Spirit is available for pre-order at www.hellosoju.com for a suggested retail price of $40. The spirit will begin rolling out to select retailers across California and Nevada later this fall. It will also be featured at Tao Group venues in Los Angeles and Las Vegas.

About Hello Soju

Hello Soju is a modern expression of Korea's most beloved spirit, reimagined for today's global generation. Made in California with all-natural ingredients, the brand delivers two unique experiences: award-winning ready-to-drink sparkling soju expressions, featuring vibrant flavors like Asian Pear, Lemon Yuzu, Green Grape, Peach, and Lychee and the new premium Flagship Soju Spirit, a small batch non-GMO rice-based soju distilled in copper pot stills using traditional Korean methods. Both the sparkling and premium offerings share the same meticulously fermented Sacramento Valley sourced rice spirit at the core, creating a clean, smooth profile that captures K-Cal, a seamless blend of Korean heritage and California lifestyle where Seoul meets SoCal. Created by The Hello Group, an award-winning global entertainment and media holding company rooted in music and passionate about Korean culture, Hello Soju brings a centuries-old tradition into the future with style, creativity, and a playful California spirit. To learn more, visit www.hellosoju.com and follow @hellosoju on Instagram.

Press Contact:
Michelle Ravelo-Santos for San Tokki Marketing
[email protected] 
714-403-9534

SOURCE Hello Soju