South Korean soju brand SUUL SUUP has launched the world’s first premium aloe vera soju, leveraging the reputation of Jeju Island’s natural beauty and ingredients. Aloe vera, a lesser-known specialty from Jeju, is combined with the island's famous tangerines to create a unique, naturally sweet soju that requires no artificial sweeteners, fragrances, or colorings.
The soju is entirely produced on Jeju Island, enhancing its premium status by ensuring freshness and local authenticity. The brand highlights Jeju’s pristine water, abundant sunlight, and UNESCO World Heritage status to further justify its luxury positioning. Priced significantly higher than standard soju at KRW19,900 (US$14.90) for a 375ml bottle, SUUL SUUP also features premium packaging, appealing to both gifting and craft soju markets.
By tapping into Korea’s forested landscape through its "forest" concept and premiumization, SUUL SUUP aims to connect consumers with South Korea’s nature, offering a distinctive experience in the soju market.
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