Recently, soju flavored with oak is being continuously released in the mainstream market. This method involves blending original liquid that has been aged in oak barrels, similar to whiskey, with soju original liquid. While such attempts have occurred before, they seem to be establishing themselves as a new trend as whiskey and wine culture becomes more popular.
According to the related industry on the 15th, the distilled soju brand Hwayo released 'Hwayo 19 Geum' (金) last month. This product is made by blending original liquid fermented and distilled from domestic rice with a distilled liquid (10.9%) aged in oak barrels. The alcohol content is 19 degrees, which is lower than the existing Hwayo 25, 41, and 53 series. Unlike the existing products, which focused on high-alcohol spirits, Hwayo explains that it has added the refined aroma of oak aging to appeal to lower-alcohol spirits.
Geumbokju also renewed and launched 'Oak Zen' on the 3rd. This product blends distilled soju made from domestic rice with barley distilled liquid aged in oak barrels. It is a 'zero sugar' product without added sugar, with an alcohol content of 16 degrees.
These products adopt the blending technology widely used in the whiskey industry for soju. Whiskey combines different aging years, oak barrels, and original liquids to complete the final flavor, and oak soju similarly creates a complex aroma by mixing a small amount of aged original liquid.
A source from the related industry noted, "The burden of time and expense is significant when aging the entire soju original liquid in oak barrels for a long time," and stated, "By blending, we secured popularity while preserving flavor and reducing costs."
Seonyang Soju also introduced 'Seonyang Oak' earlier this year. The biggest feature of this product is that it is based on diluted soju but has a small amount of distilled original liquid aged in oak mixed in. Diluted soju is a low-cost soju made by diluting alcohol with water and adding sweeteners. While production efficiency is high, its flavor is monotonous.
The mixing of oak-aged original liquid to diversify the aroma layers in diluted soju is seen as an experimental attempt. Seonyang Oak is also a zero sugar product without added sugar, with an alcohol content of 14.9 degrees.
Consumer reactions have not been bad. Since its launch at GS25 convenience stores at the end of February, about 2 million bottles of Seonyang Oak have been sold over three months. An official from GS Retail, which operates GS25, stated, "The emphasis on deep flavor by adding oak original liquid to existing soju and the differentiation strategy reflecting recent trends like low-alcohol and zero sugar have been the driving forces behind the success of Seonyang Oak."
When whiskey and wine are aged in oak barrels, soft aromas and textures of vanilla and coconut derived from the wood are added. Incorporating this into soju softens the sharp alcohol aroma and enhances the scent and flavor. This trend indicates that the aroma-focused drinking culture emphasized in whiskey and wine is affecting soju as well.
Moreover, oak soju fits well with the recent low-alcohol trend. Soju is evolving from simply being a drink for intoxication to one that is enjoyed sip by sip for its aroma.
An industry source remarked, "As consumers increasingly value the taste and experience of alcohol, the trend towards preferring products with flavor has become very clear," adding, "Especially for the MZ generation, experiencing various alcoholic beverages such as whiskey, natural wine, and craft beer is characterized by an interest in the flavor and structure of the alcohol itself. Soju is also transforming into a drink that can be enjoyed."
The soju industry is also attentive to the possibility that oak-aged soju will establish itself as a premium drink beyond a short-term trend. Last year, HiteJinro limited the sale of a new product aged in oak barrels for over 24 years. It underwent strict management over many years, adjusting to optimal temperature and humidity while periodically changing and replacing the oak barrels. The original liquid, aged without water dilution, was bottled in the final bottling phase.
An industry source stated, "Oak aging is also a symbolic element of premium alcoholic beverages," adding, "The premiumization and storytelling of soju are gaining attention from younger generations who value 'value consumption.'"