Home Drinks Alcoholic Drinks New Fruity Mix by The Bar targets Filipinos keen on soju and...

New Fruity Mix by The Bar targets Filipinos keen on soju and K-pop

Image by Fruity Mix by The Bar

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.

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