Spirited Virginia Q2 2022 - 36

of soju tops the list of alcohol sales, with
95.3 million cases sold in 2020.
" Soju Jinro continues to reign as the
world's best-selling spirit, " reported The
Spirits Business in 2021. " And Hite-Jinro
sees no sign of sales slowing for its crown
jewel of a brand, attributing potential for
further international growth to an increasing
interest in Korean food and culture. "
Virginians seem to agree. Jinro Chamisul
was the top-selling soju brand at Virginia
ABC stores.
In comparison, vodka-maker Smirnoff
WIKIMEDIA
Soju LemonLimeade
Like
Sprite for grown-ups.
▷ 2 OZ. SOJU
▷ 8 OZ. LEMON-LIME SODA
▷ FRESH LIME OR LEMON
Mix soju and soda. Top with a
squeeze of fresh lime or lemon juice
and stir gently. Garnish with a lime
or lemon slice.
Rice " wine " (sometimes using kōji in
fermentation, as does Japanese sake) is
fermented and then distilled as part of
the Soju process.
made the international list at number
six, selling 23 million cases. Soju brand
Chum Churum sold 19.9 million cases
internationally, coming in at ninth place. In
Virginia soju sales, Chum Churum Original
came in a close second to Jinro Chamisul.
Soju in Virginia
Cultural customs have a hand in these
gatherings, too. Filling another person's
glass represents a long-held Korean tradition.
You shouldn't pour your own drink
but let someone else do it. If you refill
another person's shot glass, you should
refill everyone's glass. Hold the bottle with
both hands when you pour (or place the
other hand on your arm), and hold your
glass with both hands when accepting a
drink. As a sign of respect, turn your head
away from your elders as you take a shot.
" Traditionally, the senior person at
the table would have the right to pour the
drink, " Andy Im, owner of Palmi Korean
BBQ in Washington, told KUOW radio.
" So the senior would pour first and the
younger would receive first. "
Im added that pouring soju for others
helps to create a bond. " You're offering
something, " he said. " You're offering alcohol
to drink, you're my friend, versus just
taking a glass and here, drink it. "
The World's Best-Selling Spirit
Despite its novelty in America, soju is an
international best seller. The Jinro brand
36 SPIRITED VIRGINIA
" Virginia's soju sales are highly concentrated
to Northern Virginia, " says Michael
Berman, director of research and planning
for Virginia ABC. This region also
represents the highest concentration of
Korean Americans in the commonwealth.
Berman notes, " Virginia's soju sales at
licensees are much higher than the average
product. ... [Because] the consumption of
soju is very ritualistic in Korean culture ...
and is also meant to be a communal drink,
[this would] explain why restaurants would
have a high percentage of soju sales. "
As the Korean wave continues washing
over American shores, soju sales will
certainly take their place along the crest.
Virginians can ride the wave, too, simply
enjoying the spirit or taking part in the
theatrics and group fun.
Virginia ABC sells more than a dozen
sojus-in stores, online and by special
order. The two top-selling soju brands,
Jinro and Chum Churum, each come in a
handful of varieties.
Jinro
Jinro is a bestselling spirit no matter
where you look, from Virginia to Korea.
Jinro Chamisul is the original, classic,
rice-based spirit, with a lineage reaching
back to 1924. Jinro Is Back is a milder,
smoother version. The Jinro Chamisul
Spirited Virginia Q2 2022

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