Hite Jinro signs sponsorship with New York Red Bulls football team

Hite Jinro signed a sponsorship deal with the New York Red Bulls football team to globally promote its soju brand Jinro.

The sponsorship was formed on March 31, the company announced on Wednesday. Through the deal, Hite Jinro will set up a booth in the football team’s home arena at New York Red Bulls Arena to showcase Jinro soju cocktails to some 25,000 fans who visit the stadium.

Advertisements of Jinro products will also be shown on the arena’s electronic and LED screens.

A QR code on the corner of the advertisements will bring those who scan it to information about the liquor and the closest place to buy it.

Hite Jinro has also been sponsoring the LA Dodgers baseball team since 2012 and Korean-American boxer Brandun Lee since last year.

The company is expanding its distribution channels in the United States, supplying soju in 134 branches of liquor stores Total Wine, 169 branches of Bevmo and 200 branches of Spec’s. It also supplies soju in 17 branches of big box chains Costco and 15 branches of Target.

“As more local consumers enjoy soju, we are getting closer to localizing the liquor in the U.S. market, compared to the past when soju was narrowly enjoyed by travelers,” said Hwang Jung-ho, the managing director of Hite Jinro’s overseas business. “We will be a forerunner in globalizing soju with our distinctive products and promotion tactics.”

BY LEE JAE-LIM [lee.jaelim@joongang.co.kr]