Emperador has recently launched Fruity Mix by The Bar in the Philippines targeting females who want something lighter but still trendy. This K-pop-inspired ultralight alcohol (15% ABV) comes in two extra fruity flavors – Pink Grapefruit and Green Grape.
Fruity Mix by The Bar taps into the current popularity of soju among young Filipinos who are also K-pop fans.
South Korea-based HiteJinro’s soju sales in Southeast Asia including the Philippines grew at an annual rate of 22% in the last four years from 2016 to 2019. The average growth rate in the Philippines in the past three years is 27.2%. The South Korean company launched Jinro Light for the Philippines market in 2018 with a lighter alcohol.
The new Fruity Mix by The Bar has all the trappings of Korea and the product even has its own Korean-inspired dance moves. Fruity Mix by The Bar is another good example of how a local company rides the Korean food and drink trend.