*This content was translated by AI.
HiteJinro announced on the 24th that it expanded its touchpoints with local consumers by participating in the UK’s largest food festival.
HiteJinro participated in ‘Taste of London 2026’ and operated ‘The JINRO Clubhouse’, expanding direct communication with local consumers.
‘Taste of London’ is the UK’s largest food festival, held annually at Regent’s Park in central London. This year’s event, held from the 17th to the 21st for five days, brought together various global food and beverage brands and famous restaurants, attracting approximately 55,000 local residents and tourists.
Participating for the second consecutive year, HiteJinro went beyond simple product tastings to sell JINRO cocktails and straight-drink products, drawing over 11,000 visitors to its booth and receiving a warm response.
Based on experiences gained through interactions with consumers at the event, HiteJinro plans to utilize insights on local consumers’ preferred flavors and drinking trends to further refine its consumer strategy in the UK.
A representative from HiteJinro’s Overseas Business Division, Hwang Jeong-ho (EVP), stated, “Europe is a market where differentiated tasting events and consumer touchpoint marketing that can capture the diverse palates of various consumers are key. Going forward, we will accelerate the popularization of JINRO in Europe by strengthening local distribution channels and implementing aggressive marketing strategies targeting local residents.”
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*This content was translated by AI.
