The drinking habits of young consumers are changing—and fast. Across global markets, including the UK, there is a clear shift toward moderation, flavour-driven experiences, and cultural alignment. Low-ABV beverages are now some of the strongest performers in the alcohol sector, especially among Gen Z and younger millennials who value balance, creativity, and connection over excess. Within this landscape, flavoured soju has emerged as one of the category’s biggest success stories. Realtrade’s flavoured soju range sits at the centre of this trend, offering a drink that captures the appeal of low-alcohol refreshment while tapping into one of the most powerful cultural waves of the moment: K-culture.

Multiple industry reports highlight just how rapidly soju is growing. As The Guardian reported, soju has gained remarkable momentum in British retail, with major chains such as Sainsbury’s, Tesco, and Lidl now stocking the iconic green bottle. Marie Cheong-Thong of The Larder at 36 attributes its rise to three simple traits: its low ABV, its versatility, and its wide range of flavours. Soju can be sipped neat, mixed into cocktails, paired with beer, or enjoyed in refreshing, easy-drinking formats—making it accessible for consumers who want flavour without high alcohol strength. This versatility aligns perfectly with contemporary drinking culture, where light, sessionable beverages are increasingly favoured over higher-proof spirits.

Global data reinforces this momentum. The Drinks Business, reporting on the Korean Food Promotion Institute’s 2023 Overseas Korean Food Consumer Survey, notes that soju is now the most recognised Korean alcoholic beverage internationally. Among 9,000 adults surveyed across 18 major cities, 41.1% identified soju as the Korean drink they know best, surpassing even beer at 31.6%. This recognition is translating into consumption: the survey found that global soju consumption increased by 1.4% over the past two years, with 47.9% of respondents having consumed it during that period. In Southeast Asia, the recognition rate climbs to a remarkable 62.7%. Such data indicates that soju is not just a niche curiosity—it is a truly global product with growing relevance.

A major driver behind this surge is the extraordinary influence of Korean culture. K-pop, K-dramas, Korean beauty, and Korean cuisine have created a powerful cultural ecosystem that young people across the world want to participate in. The UK, in particular, has become one of the most enthusiastic adopters of Korean food and beverage trends. According to tridge.com, Google searches for Korean food in the UK rose by 83% between 2019 and 2021, placing Korean cuisine among the top 10 most searched, and ranking third in London. A 2023 survey by the UK’s Department for Culture, Media and Sport (DCMS) further found that 64.1% of British respondents were willing to purchase Korean food and services—the highest rate in Europe.

This enthusiasm directly benefits Korean beverages, including soju. British supermarkets such as Tesco, Sainsbury’s, and Ocado have expanded their Korean offerings, while specialised stores like Oseyo and Seoul Plaza continue to grow. Imports of Korean liquor into the UK climbed to USD 1.75 million in 2023, marking a 30.5% year-on-year increase. The popularity of soju was especially evident at KOTRA’s London K-pop-up store in 2023, where Korean liquors became a standout hit.

Against this backdrop, Realtrade’s flavoured soju range steps into a category that is not only trending, but thriving. The brand delivers exactly what today’s consumers look for: lower alcohol levels, bold fruit flavours, and a drinking experience that feels contemporary, social, and aligned with global trends. Realtrade’s soju allows young drinkers to enjoy something flavourful and fun without the heaviness of traditional spirits. It can be served chilled on its own, combined with mixers, paired with beer in the classic “somaek” style, or used creatively in cocktails—making it ideal for bars, restaurants, and home consumption.

Flavoured soju also speaks directly to the desire for cultural expression. For many young UK consumers, drinking soju is not only about taste—it’s about participating in a cultural moment they already enjoy through music, television, fashion, and food. Realtrade’s range meets this demand with authenticity and approachability, offering flavours that are easy to love and perfect for sharing in social settings.

The rise of soju is not a fleeting trend; it is the result of shifting global tastes, stronger cultural connections, and a consumer base that values moderation without compromise. As low-alcohol drinking continues to shape the future of the beverage sector, Realtrade’s flavoured soju stands out as a product perfectly aligned with what young consumers want today: flavour, flexibility, and a sense of cultural belonging.