US distillery Fifth Generation has partnered with South Korean corporation HiteJinro to distribute its Tito’s Handmade Vodka in the Asian markets.

Previously, Tito’s Handmade Vodka was distributed in South Korea by the local company Fundrink Co.

“HiteJinro has broader direct account management, deeper market penetration, and greater exposure across all distribution channels,” stated John McDonnell, the international managing director for Tito’s Handmade Vodka.

While McDonnell did not reveal the specific details of the agreement with HiteJinro, he did share some strategies for the vodka brand’s future under this new partnership.

“We’re particularly focusing on bars and restaurants that are more cocktail-driven, specifically those that are frequented by Westerners and US military,” he told Just Drinks. “Our initial focus is on Seoul and Busan.”

HiteJinro’s presence in South Korea means the soju distiller is contracted to distribute for a number of international beverage-alcohol businesses in the country.

The company’s deals include tie-ups with Carlsberg for Kronenbourg beer, with La Martiniquaise-Bardinet for Cutty Sark whisky and Casa Komos Brands Group for its Tequila brand Komos.

According to the HiteJinro website, the group also distributes La Martiniquaise-Bardinet’s Poliakov vodka brand in South Korea.

McDonnell refrained from stating a specific price for Tito’s Handmade Vodka in South Korea, but mentioned it is “perfect for premium cocktails” in that region. He highlighted a trend where Gen Z consumers are increasingly favoring cocktails.

According to the Texas distiller, the corn-based vodka is distributed in over 150 markets internationally, with a presence in Asian markets such as Indonesia and Thailand. McDonnell expressed optimism about South Korea potentially becoming their top market in Asia if their expansion plans succeed.

The article titled “Fifth Generation switches South Korea distributor for vodka brand Tito’s” was initially authored and released by Just Drinks, owned by GlobalData.

The content provided on this website is presented in good faith for general information purposes only. It should not be considered exhaustive advice on which to base decisions. There are no explicit or implied guarantees regarding the content’s completeness or accuracy. Professional or specialized advice should be sought before taking or avoiding any action based on the site’s content.