Sazerac has entered the US soju market with the launch of Dalho, a Korean-style soju brand. Dalho joins a soju category that has been growing in the US, driven by the broader cultural momentum behind Korean food, music, and entertainment and by the drinks industry’s search for lower-ABV alternatives that still offer spirits-like engagement.
Dalho is Sazerac’s third notable alcohol category entry in 2026, following the Au Vodka acquisition – announced three days ago and expected to close within weeks – and the Dirty Shirley acquisition earlier in the year. The company also holds BuzzBallz, Western Son Vodka, Fireball, and a portfolio of American whiskey brands including Buffalo Trace, Blanton’s, and Weller. The pattern of expansion is notable: Sazerac has moved into RTDs (BuzzBallz, Dirty Shirley, Au Vodka), and now soju within a single calendar year. Each represents a category that over-indexes with younger consumers relative to the company’s traditional American whiskey core.
The US soju opportunity
Soju is the world’s best-selling spirit by volume, driven by consumption in South Korea. In the US, it remains a niche but fast-growing category, with brands including Jinro and Chum Churum (both Hite Jinro) holding most of the market. Sazerac’s entry signals a judgment that the category has enough mainstream US consumer awareness to support a new brand with national distribution backing. Sazerac’s distribution network – operating across all 50 states – is one of its primary commercial assets for launching new brands. For context on Sazerac’s RTD acquisition strategy, see our piece published 17 August: read here.