Korea's Everyday Spirit Finds a Premium Voice

Korea's ubiquitous green bottle is getting a luxury makeover. At IWSC 2025, seven soju entries earned medals - including a Gold for East-Sun Distillery's Ban Dou-Rice Soju (96 points) - proving that this everyday spirit is finding serious premium expression as Korean culture conquers the world.

For decades, soju was Korea's democratic drink: affordable, approachable and absolutely everywhere. Now, as K-dramas stream globally and Korean BBQ restaurants multiply, craft distillers are reimagining soju for discerning palates seeking authentic cultural experiences.

"Soju comes from Korea and is a category that has evolved," explains Marie Cheong-Thong, IWSC Spirits Judging Committee member. "When I first started judging soju, it was a very different drink, but it has found two different markets."

The traditional path focuses on craft and terroir, best exemplified by Wolyoung Andong Soju (92 points) which represents Korea's heritage distilling regions, where techniques date back centuries.

The contemporary path embraces innovation and accessibility. While not represented in this year's IWSC entries, flavoured soju - from strawberry to yoghurt - has exploded globally. "That market has exploded in the West," notes Cheong-Thong, targeting younger drinkers discovering Korean culture through entertainment.

Soju's global moment is cultural rather than accidental. "The whole Korean culture has just exploded - the food, the drink, K-dramas, K-pop, cosmetics. And soju has come along with it," observes Cheong-Thong. "It's amazing how it's really taken off globally."

This cultural momentum creates unprecedented commercial opportunity. Soju's 16-25% ABV sits perfectly between wine and spirits, making it ideal for extended dining experiences and cocktail innovation. Its clean profile pairs seamlessly with Korean cuisine while adapting easily to Western palates.

Even in Soju production the global cultural impact of South Korea is evident. The only gold medal winning Soju at this year's IWSC, East-Sun Distillery's Gold-winning rice soju, comes from Taiwan, not Korea. Is there any better evidence of Soju's success than that?

The on-trade opportunity is massive. Bartenders worldwide are incorporating soju into cocktails, capitalising on its soft, approachable character and Korean cool factor. Its versatility - neat, mixed, or as part of Korea's famous so-maek (soju-beer bombs) - offers multiple entry points for curious consumers.

The IWSC results, though small in number, showcase impressive quality consistency. From traditional rice expressions to oak-aged innovations, every entry demonstrated the technical mastery required for international recognition.

"At IWSC, we saw a dip in soju entries for a little while, but it's starting to grow again and I'm really pleased," says Cheong-Thong. "Please, can we have more? Because we want to promote soju and its different types."

As Korean culture continues its global expansion, soju stands poised to transform from the world's best-selling spirit by volume into a respected premium category.

Explore the full list of Soju winners below.