With this expansion, So Good Soju’s portfolio now comprises seven flavours across still and sparkling expressions
Riding the growing popularity of Korean food, culture and flavour-forward, low-alcohol by volume (ABV) beverages among young Indian consumers, So Good Soju has entered Karnataka with the rollout of five flavours, including peach, green grape, strawberry, blueberry and green apple.
The foray marks the brand’s debut in Bengaluru and is part of a broader expansion into Goa and the northeast. With this expansion, So Good Soju’s portfolio now comprises seven flavours across still and sparkling expressions
“We are seeing a clear shift in how young Indian consumers are approaching alcohol. They are looking for drinks that are lighter, flavour-forward and suited to more social, experiential occasions. Bengaluru is one of India’s most exciting beverage markets, making it the ideal city to introduce the next phase of our portfolio,” stated Jaspreet Singh, Founder, So Good Soju.
The brand is currently available across both terminals of Mumbai Airport, retail stores across Mumbai, Pune, Bangalore and Haryana, with Karnataka being its latest market. The new variants will be available in Maharashtra, Goa, Haryana and Punjab in the coming weeks, the brand added.
Having introduced imported Soju to India years ago and now betting on locally produced variants, Singh, who is the Founder and CEO of Penguin Overseas, noted that the category has moved beyond niche urban consumption. “The convergence of global food culture, international travel and the growing influence of Korean culture and K-pop has built a level of awareness and openness that simply did not exist before,” he said, adding that local manufacturing has made it possible to serve a wider consumer base at accessible price points.
