Soju Tasting
Intro
After a grueling 16 - hour flight, I was exhausted, hungry, and eager for something comforting. My friend and I dropped off our bags and wandered the streets near our hotel in search of food. Down a narrow alleyway, we stumbled upon a tiny shop with the smell of broth spilling into the night air. Our first meal in Korea was hot pot — steaming, savory and exactly what we needed — paired with a bottle of soju. At the time, I had never tried it, but my friend insisted, “It’s the drink of Korea. You have to.” The bottle was Jinro Green Apple, and with one sip, I was hooked. The smooth texture and crisp, sweet flavor caught me off guard — it was unlike anything I’d had before.
That first glass left an impression, and when I returned home, I wanted to learn more. I discovered that soju isn’t just a drink in South Korea — it’s part of everyday life, woven into meals and social gatherings. With its growing presence in the U.S, I was eager to see how accessible it was here. I assumed it would be easy to find, but quickly learned otherwise — at least on Long Island. After several fruitless store visits and half an hour from my home, I finally found a small section of Asian spirits. Tucked among the baijiu and sake was a modest selection of soju. From there, I picked a few bottles to begin my own tasting journey.
The Review
I began with Jinro, the brand most synonymous with soju worldwide. Their unflavored expressions — Chamisul Original (16.9% ABV) and “Is Back” (20.1% ABV) — were crisp and smooth, reminiscent of vodka but with a lighter, less acidic finish. While not something I would reach for often, they were far more approachable than vodka.
From there, it was time to try some premium American - made options. Tokki Soju Gold (46% ABV), produced with California rice and Korean nuruk, was bold and whiskey-like, sharp and acidic. Yobo Luxe (23% ABV), by contrast, blended grapes, rice, and wheat into a lighter and cleaner touch.
What stood out most, however, were the lower - ABV flavored varieties. Good Day Pineapple (13.5% ABV) offered a sweet, juicy tang, while MAAT Yogurt (12% ABV) impressed with its smooth, creamy texture and a Japanese Yakult - like flavor. I also enjoyed MAAT Soju Hard Seltzer, which delivered a crisp, refreshing lychee profile, perfect for a summer day. All three were vibrant, easy to enjoy, and ones I would gladly revisit, making them well-suited for casual and social occasions.
Consumer Trends
My preference mirrors broader consumer patterns. According to Time Magazine, reported in January 2025, Gen Z is the lowest alcohol - consuming generation to date, drinking about 10% less than previous generations. Meanwhile, a July 2024 CNN report noted that Gen Z tends to favor flavor - forward drinks as they are relatively new to alcohol consumption.
My own experience reflected this, as I gravitated toward the lower - ABV, fruit - flavored soju. By contrast, my mom’s generation traditionally favors higher - ABV spirits like vodka or whiskey, which helped explain her openness to options such as Tokki or Yobo. Yet despite these differences and our generational gap, we both agreed that the pineapple soju was our favorite.
Overall, while it took effort to find a wide enough selection to conduct this tasting, the experience underscored how dynamic the soju market has become. For brands looking to expand in the U.S., low - ABV flavored soju appears to be the strongest entry point, offering refreshment and a universally enjoyable introduction to this traditional Korean spirit.
