Currently available across Maharashtra and Haryana, the brand will expand into Delhi, Karnataka, Punjab, Uttarakhand and Tamil Nadu in a phased manner
Penguin Overseas, an importer and distributor of premium spirits, has introduced So Good Soju in India, marking its entry into the fast-emerging low-alcohol by volume (ABV), flavour-forward segment.
Currently available across Maharashtra and Haryana, the brand will expand into Delhi, Karnataka, Punjab, Uttarakhand and Tamil Nadu in a phased manner. Designed as a contemporary lifestyle beverage, So Good Soju reflects a broader shift in consumer preferences towards lighter, more social, and experience-led drinking, the company said.
“We are witnessing a clear shift in India’s drinking culture, with consumers moving towards lighter, more flavour-led and social experiences. With So Good Soju, our endeavour is to create a product that fits seamlessly into these evolving occasions, offering both quality and accessibility, while making the experience of drinking more easy and enjoyable,” stated Jaspreet Singh, Founder and Chief Executive Officer (CEO), Penguin Overseas.
The portfolio is available in both still and sparkling formats, including peach and green apple, alongside yuzu lime and k-bomb, with additional variants such as strawberry, blueberry, green grape and lemon in development.
Manufactured in India, So Good Soju aims to bring together global inspiration and local relevance. Positioned as an accessible yet premium offering, the product is priced competitively, aimed at making it more affordable than imported alternatives while maintaining a high-quality flavour profile, the company added.
