The world’s best-selling and most versatile clear spirit can now claim an all-Australian tag. We chat to Paul Wheatley and Damian Kent, the creators of Hoju Soju, on bringing their version of the iconic South Korean drink to the Aussie market…
Why did you guys want to create an Aussie soju?
PAUL: We created Hoju because it’s something different – not another gin or vodka. What started as a soju curiosity, quickly became a love affair for us. We would like to help introduce premium soju to a new audience and help grow a category that is under represented here in Australia. Although relatively new to this corner of the world, Soju has a rich history from Korea that dates back over 700 years. Global sales and overseas popularity of soju is huge. With an increasing interest in Korean culture (Hallyu), we believe it will continue to grow.
What makes Hoju Soju different to others in the market?
DAMIAN: Hoju means “Australia” in Korean and our product is crafted from natural, all-Australian ingredients, which was very important to us. Starting with the finest wheat grain we can source, with a x5 distillation process and cold carbon filtration, makes it ultra clean and smooth. We want to put new eyes on the category, with a different spin on what Soju can be, while still paying homage and respect to its traditional Korean heritage. This is an all-Aussie Spin on an old Seoul classic, where the rich history of Korea meets the hardy harvest lines of Aussie farms and the quality produce our farmers are renowned for.
What do you hope to achieve with Hoju Soju?
PAUL: Our first introduction to soju, like most people, was the flavoured green bottles at Korean BBQ. We want to help Soju become mainstream in Australia, with a premium offer. Our aim is to present Hoju Soju in a more responsible way, by marketing it as a lower ABV substitute (or compliment) to other white spirits on the market. As a result, a new ‘mid strength spirit’ category is emerging, with bars and restaurants reconsidering how soju can be used within their RSA responsibilities. We promote it as the most versatile spirit around – at 17% you don’t experience a mouth burn, like you get from even the very best full-bodied spirts, when consumed neat. The lower ABV makes it smooth and delicate on its own, the perfect spirit to enjoy celebrating special occasions. The International Spirits Challenge recommends Hoju in cocktails, with many bartenders getting creative with it now, and adding it to their upcoming summer drinks lists.
Nice one. How does it come and what’s the rrp?
DAMIAN: At the moment we offer a 500ml clear spirit bottle – a larger bottle means it’s better for sharing. The current recommended retail price is between $50-$52. We have some very exciting flavour innovations coming in the near future, that will continue to surprise consumers with how soju can be enjoyed. ■
THE SOJU ETIQUETTE
Drinking soju is a shared experience and used to celebrate all occasions. No one wants an empty glass, shared between men and women, young and old, however there’s a few customs to adhere to when it comes to imbibing this spirit…
- Traditionally, the oldest person or the one with the highest rank will pour the first shot.
- When receiving a drink, use both hands.
- Don’t drink in front of your elders.
- Never pour your own drink.
- When pouring a drink, always use both hands.
Hoju Soju is available at select Dan Murphy’s, Red Bottle, P&V, Wine & Liquor Merchants and at hojusoju.com. For more, check out their Instagram @_hojusoju
For the full article grab the January 2023 issue of MAXIM Australia from newsagents and convenience locations. Subscribe here.
