JINRO To Launch Discovery Bar At Taste of London

For its latest campaign, the world’s biggest-selling spirit will bring the JINRO Discovery Bar to London’s leading food festival, Taste of London.

The JINRO Discovery Bar is designed to bring the flavour and spirit of Korea’s favourite soju to Regent’s Park via immersive activities, games and sampling. 

“We are excited to bring the passion and energy of JINRO to the Taste of London festival and give visitors a taste of both the soju and the spirit of Korea. We are proud to invest in this well-respected event and look forward to introducing JINRO to increase awareness and build on our strong sales growth that we’ve seen in the UK over the last six years of active marketing,” says Mr. Hwang, Managing Director of Hite Jinro.

Festival-goers are invited to explore the soju brand through a series of immersive activities, starting with a ‘Discover Your Flavour’ experience that, after answering a series of questions, recommends one of their six soju flavours best suited to personality: grapefruit, strawberry, plum, peach, green grape, and Fresh.

Visitors can then relax on the JINRO terrace, which offers parasolled seating and two complimentary games that reflect the dynamic and playful essence of the brand: ‘Play To Win’, offering a variety of merchandise, and ‘Play To Dare’, suggesting fun dares to participants.

During the festival’s five-day event, held from June 18 to 22, the JINRO Discovery Bar will be hosted by Spirit Educator and Mixologist Tye Biswas, who will also provide complimentary guided tastings. With over 20 years of industry experience, Biswas has worked with luxury global brands, including Formula 1, World Class, and the World’s 50 Best, and has hosted the Royal Box at Wimbledon.

To celebrate their participation in Taste of London,  JINRO has collaborated with Manchester-based illustrator Jessica Lee to create a limited-edition t-shirt for the event, featuring her cheerful JINRO characters, Mrs Plum and Mr Green Grape. The t-shirt will be available for sale exclusively at Taste of London.

2025 sees JINRO continue to invest in the UK market, with a focus on growing mainstream retail listings and maintaining collaborative activities in the on-trade. This follows a strong 2024, marked by the sponsorship of the All Points East festival for three consecutive years, collaborations with local brands such as Yard Sale and Honest Burger, and securing listings in Sainsbury’s, Costco, Morrisons, and Tesco.