Soju is the world’s bestselling alcohol, and it’s not just because of K-pop

Sign InTOI TOI Newslifestylefood-newsForget whiskey and vodka: Soju is among the world's bestselling spirits-and there's more behind it than K-PopTrendingWorld Biryani DaySadhguru QuoteBaby Girl NamesFarah KhanJ G HollandBiotin Hair BenefitsPopular Indian BreadsLeo Tolstoy QuoteShort Trip PsychologyDeadliest SnakesWorld Biryani DaySadhguru QuoteBaby Girl NamesFarah KhanJ G HollandBiotin Hair BenefitsPopular Indian BreadsLeo Tolstoy QuoteShort Trip PsychologyDeadliest SnakesWorld Biryani DaySadhguru QuoteBaby Girl NamesFarah KhanJ G HollandBiotin Hair BenefitsPopular Indian BreadsLeo Tolstoy QuoteShort Trip PsychologyDeadliest SnakesForget whiskey and vodka: Soju is among the world's bestselling spirits-and there's more behind it than K-PopSmita Mishra / etimes.in / Updated: Jul 05, 2026, 13:35 ISTCommentsShareAA+Text SizeSmallMediumLarge Soju is the bestselling alcoholic drink by volume (Canva) Although it seems hard to believe but the best-selling spirit brand in the world by volume is not whisky, rum, or vodka, but Jinro Soju. Soju has evolved from a traditional Korean drink into one that now feels at home in restaurants, bars, and dinner tables around the world.

The growth story of this spirit comes as no surprise. It’s light and easy-going; it pairs well with most foods and can be enjoyed anywhere effortlessly and comfortably, which gives it a kind of broad appeal that many stronger drinks do not have. Soju is increasingly becoming popular in India as well, especially amongst the urban youth.

Why soju is so deeply ingrained in Korean culture (AI Generated)Ever since the Korean dramas became popular, the mention of Soju became more frequent. But what is it exactly? Soju is an alcoholic drink.

It is clear and distilled and has its origins in South Korea. Soju is so popular here that it is generally considered the national liquor of that country. Soju is known for its smooth taste and versatility, and its popularity has been growing worldwide, partly thanks to the global craze of Korean culture through K-dramas, K-pop and Korean cuisine.

Whether served alongside Korean barbecue or enjoyed at social gatherings, soju is a staple of South Korea’s food and drinking culture.Traditionally, soju was made from rice, but producers began using other starches such as sweet potatoes, barley, wheat or tapioca when rice was scarce. Today many commercial brands use a mixture of these ingredients, along with purified water and yeast to make the spirit.

Modern soju is typically 12–25 percent alcohol by volume (ABV), weaker than many spirits such as vodka or whisky, but stronger than beer and most wines.What makes Soju unique is its mild taste and light alcohol content (Canva)One of the things that makes soju distinctive is that it has a clean, slightly sweet taste, which makes it go down easily. In recent years, fruit-flavoured varieties have become popular, especially with younger consumers and those new to the drink.

Flavours include peach, strawberry, green grape, apple and plum.In Korean culture, soju drinking is accompanied by traditions that emphasise respect and togetherness. It is usual to pour drinks for others and not for yourself, and it is also usual for younger people to turn their heads slightly away from older people when taking a sip as a courtesy.

Soju is often served with Korean fried chicken, grilled meats, seafood and spicy stews as its crisp taste pairs well with rich and spicy flavours.But why is this spirit is blowing up everywhere? Jaspreet Singh, Founder & CEO, Penguin Overseas, an Indian importer and distributor of premium wines and spirits lists out some valid reasons in detail.

The green bottle quintessentially represents Soju (Canva)1. Lower alcohol contentThe way people enjoy their alcohol has completely changed over the last ten years. Across metros younger consumers have started reaching for drinks that fit into a full evening rather than defining it.

Hard seltzers, natural wines, session beers, botanical spirits I.e. an entire segment built around the idea that you can drink well and still be a functioning person the next morning.

Soju fits right into this mindset. At 15–20% ABV, it sits in a place most established spirits don't with more body than beer, far less intensity than a standard pour of whisky or gin. For anyone trying to be a bit healthier without staying home on a weekend, that lower alcohol level is the main selling point.

2. Convenience has become a category in itselfThe ready-to-drink market is huge right now because people want a good drink without the hard work. Soju has worked this way from the beginning - No mixer required, no garnish, no decision about whether to go tall or short.

You chill it, you pour it, you're done. Soju is compact, easy to carry, and genuinely social - it works at a dinner table, a rooftop, a quiet night at home. The flavored range from peach, strawberry, green grape, yuzu gives you variety within the same effortless format.

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