#34 Jinro Is Back Soju (진로 이즈 백)

In a meeting room, early 2019, somewhere in Hitejinro HQ a decision was made that would completely change the face of almost every restaurant table in Korea as the idea of “Jinro Is Back” was birthed and a new bottle was about to hit the already saturated Soju scene. Korea has been adopting something of a return to retro designs of late and those marketing-savvy gents at Hitejinro were not to be left behind. “Jinro Is Back” saw a move away from the iconic green Soju bottle as the company returned to the 70’s with their blue bottle and brand logo of a toad. Continue reading #34 Jinro Is Back Soju (진로 이즈 백)

#13 Filite (필라이트)

“It’s beer Jim, but not as you know it!’ might very well have been the first words out Dr. McCoy’s mouth had the Enterprise ever managed to navigate it’s way to a Korean hof that sold the beer-flavored entity that is Filite . Designed, as I’m not sure it’s brewed, by those canny chaps at HiteJinro, Filite is marketed as a “Barley flavored drink” and that is probably the most accurate Marketing campaign since Dudley Moore declared Volvos as a being “Boxy, but good” in the movie Crazy People as it’s almost certainly not a beer

Continue reading #13 Filite (필라이트)