Overview: Spirits giant Sazerac has introduced Dalho, its first soju brand, to the United States market. The new offering capitalizes on rising demand for the Korean spirit among younger drinkers.
The Full Story
Dalho will launch in the U.S., in four flavors: original, peach, strawberry and lychee. The launch will include a 50-milliliter bottle designed for consumers trying the Korean spirit for the first time. Bottles are offered in 50-milliliter and 375-milliliter sizes.
The brand name “Dalho” combines Korean words for “moon” and “tiger.” Soju, which is distilled from grain and originates from Korea, has seen a rise in popularity due to its flavor-forward nature. The U.S. is projected to see soju volumes grow at a 16% annual growth rate through 2029, according to IWSR data cited by Sazerac.
Sazerac portfolio includes legacy bourbon/whiskey brands (Buffalo Trace, Fireball) and recent RTD acquisitions (Dirty Shirley, AuVodka). Dalho joins newly launched AJ Bound. Within the last year, Sazerac bought RTD cocktail brands Dirty Shirley and a stake in Kendall Jenner’s 818 Tequila.
Production & Profile
Soju is distilled from grain and originates from Korea. The spirits company offers four flavors: original, peach, strawberry and lychee. The 50-milliliter option is a category first for soju, which is traditionally shared between multiple people at meals.
Brand & Industry History
Sazerac continues to build out its portfolio with new brands and acquisitions appealing to a new generation of legal drinkers. The spirits company owns legacy bourbon and whiskey brands Buffalo Trace and Fireball and has recently developed new brands in house like AJ Bound.
What This Means
The launch addresses the friction consumers face regarding soju identification, distinguishing it from sake. Lauren Selman noted that soju is rooted in connection, and DALHO aims to build on that with a fresh and inviting approach. Soju is seeing a similar growth trajectory of tequila and RTDs.
Consumer Takeaway
The 50-milliliter option serves as a category first for soju, encouraging flexibility for flavor variety and casual trial alongside the 375-milliliter bottles. Whether someone is trying soju for the first time or already enjoys the category, the flavors and the 50mL format offer an approachable way to explore the DALHO lineup.
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