Aldi Launches First Soju, Jinju Peach Soju, at $3.50

Aldi has introduced its first-ever soju, Jinju Peach Soju, priced at $3.50 for a 375-milliliter bottle. Arlin Zajmi, Aldi's director of national buying for adult beverages, said the launch reflects a surge in Korean culture in the U.S. and said the product is already flying off shelves.

Arlin Zajmi on Aldi Soju

Zajmi said, "Korean culture has experienced a major boom here in the U.S. in recent years, and we're seeing this impact in our stores, including [with] our first-ever soju," and added, "What makes soju especially appealing right now is that it delivers a lighter, easier drinking experience compared to many traditional spirits."

He also said, "The grape base helps enhance the natural peach flavor and contributes to a lighter body and cleaner finish," and described how the bottle can be used: "Consumers are increasingly looking for lighter, lower-ABV mixed drinks, and peach soju pairs naturally with sparkling water, lemonade, citrus, iced tea, or even prosecco for a more elevated spritz-style [drink]."

Jinju Peach Soju Pricing

Aldi's version uses a wine base instead of the traditional rice base, and it carries 12% ABV. Many other sojus often register in the 16% to 25% ABV range. The launch gives Aldi a lower-priced entry into a category that the International Wine and Spirits Record forecasts will grow 16% annually in the U.S. from 2024 to 2029.

Soju's U.S. Market

Soju dates back to around the 13th century and is traditionally made from rice, though versions made from other grains and fruits are now common. Jinro soju has held the position of best-selling spirit in the world for 24 years, and in Korea the spirit is often served as somaek, a cocktail that mixes soju with beer.

For shoppers, the new bottle is a first look at how a mainstream grocery chain is testing a spirit that has a long history but a faster-growing U.S. market. Aldi's price point and lower alcohol level are the clearest signals of how it is trying to make the product easy to pick up, mix and sell.