Sponsored by Soonhari
Legal drinking age (LDA) Gen Z has quickly become one of the most influential buying groups for c-stores. According to a recent Circana report, 76 percent of LDA Gen Z shoppers visit a c-store at least once a week—more than any other age group. In addition, the report revealed that LDA Gen Z is twice as likely to make a purchase of 10 or more items during a trip compared to older generations.
But what does it take to attract and gain the loyalty of LDA Gen Z? Many retailers are finding that more international, unique, and culturally relevant products are driving purchases. Soju is a clear, higher-alcohol distilled spirit made from grains like rice, barley, and wheat; it has a mildly sweet and smooth flavor profile. Soonhari, the first flavored soju brand, rapidly became a Korean sensation. With the rising interest in Korean cultural movements and trends, younger LDA Americans have become familiar with—and interested in—flavored soju in particular.
“I think LDA Gen Z is very important for us because they are familiar with K-culture, K-movies, K-pop, and everything around that culture,” says Kloud Kim, president of Lotte Beverages America. “Nowadays, they love to drink high-alcohol drinks and especially cost-effective options.”
Soonhari flavored soju includes nine flavors, with Peach, Strawberry, and Apple being the most popular. The portfolio is designed to balance familiar entry points with more exploratory choices. “We are building a two-track strategy around our flavors: mainstream, mass-appeal favorites such as Peach, Strawberry, and Apple, alongside more exotic differentiators such as Lychee, Yogurt, and Apple Mango,” Kim says.
For c-store operators, the lineup of flavors, higher ABV (12 percent), competitive price point, and 375 mL portion size make it an easy sale for younger LDA consumers. For retailers seeking to distinguish among products entering the category, Soonhari also emphasizes its Korean origins and spirit-based formulation. “There are many soju brands that are presenting themselves as soju simply because they come in green bottles,” Kim says. “What differentiates us is that we are the original flavored soju and are spirit-based.”
Now that Lotte, Soonhari’s parent company, is partnering with Gallo, distribution has become more accessible for operators across the country. “Thanks to Gallo, it has a great network of distribution,” Kim says. “They’ve been doing a great job placing our products in cold boxes and educating the retailers about how Soonhari, as a ready-to-drink beverage is different from sake and other Asian specialty drinks.”
This is especially important considering many operators who trial the beverage in their stores are surprised by how quickly it sells. “Because it comes in a convenient 375 mL format, customers are more likely to purchase more than one bottle at a time,” Kim says. “Since it is not a traditional 750 mL format, the price point is more affordable, reducing the barrier to purchase. Soonhari can be a strong basket builder. Shoppers may buy their usual alcoholic beverages and add one or more bottles of soju because it is smaller and more affordable.”
For many operators already stocking Asian products, soju provides a natural addition. With a suggested retail price of $5.99 per bottle, consumers are more likely to add it to their purchase, naturally increasing average ticket sizes.
The company recommends placing Soonhari in the cold box alongside ready-to-drink beverages, rather than limiting it to an Asian specialty set. “We are quickly moving away from the Asian specialty aisle to RTD and cold box,” Kim says.
“I think we are best served in cold boxes alongside [canned cocktails] and all those RTDs, because it’s best served chilled,” Kim says. “I’ve been seeing a lot of Asian food in [C-stores] too, like sushi or Korean-inspired prepackaged food. I’ll say those would be a perfect spot for soju—just a natural pairing that we see right away.”
Kim added that Gallo’s distribution network helps make reordering and delivery easier for operators. “Because we have Gallo as a partner, we do have the means of distribution, that we have the capability,” Kim says. “And I think that’s a very strong selling point.”
Staying ahead of cultural beverage trends has become essential for operators looking to attract and engage legal-age consumers. By combining authentic Korean heritage and approachable price points with the backing of a national distribution network, Soonhari offers c-stores a low-barrier opportunity to drive trial and build basket sizes. For retailers seeking to capitalize on global pop-culture momentum while maximizing cold-vault velocity, stocking flavored soju provides an easy, profitable bridge between emerging consumer tastes and everyday grab-and-go convenience.
Add Soonhari to your cold box today by visiting their website.
By Ya’el McLoud
