Sazerac Enters Soju Market Sazerac Company has launched DALHO Soju in the United States, marking the spirits giant's first entry into the soju category. The brand debuts in both 50mL and 375mL bottles, with the smaller format representing a category first designed to encourage trial and flavor exploration. DISTILLED from grain, DALHO is available in four flavors—Original, Peach, Strawberry, and Lychee—each bottled at 17% alcohol by volume. The brand is now available at select retailers, restaurants, and bars across Sazerac's U.S. distribution network at a suggested retail price of $0.99 for the 50mL bottle ($9.99 per 10-pack) and $5.99 for the 375mL bottle.

Why the Timing Matters Soju has emerged as one of the fastest-growing spirits categories in the U.S., fueled by rising interest in Korean culture and flavor-forward drinking experiences. According to IWSR data, U.S. soju volumes are projected to grow at a 16% compound annual growth rate through 2029, outpacing broader spirits trends and driven primarily by younger legal-drinking-age consumers. "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," said Lauren Selman, Brand Director of Global Growth & Innovation at Sazerac. "Whether someone is trying soju for the first time or already enjoys the category, the flavors and the 50mL format offer an approachable way to explore the DALHO lineup and discover something they enjoy." The brand's name combines the Korean words for moon (달) and tiger (호), reflecting what Sazerac describes as a bold spirit suited to modern social occasions. The 375mL bottle honors soju's traditional heritage as a spirit enjoyed alongside meals, while the 50mL format introduces flexibility for variety in shared drinking experiences.

Why It Matters

For bar operators and retailers, DALHO's entry signals intensifying competition in a high-growth category.

The 50mL format and four-flavor lineup represent a direct play for trial among consumers unfamiliar with soju, while pricing and placement across Sazerac's extensive distribution network could accelerate mainstream adoption.

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Written by FBM Publications Editors