HiteJinro is accelerating its push into the UK market by expanding consumer engagement activities through a major food festival while building on its established presence across key retail channels in the country.
The company announced on the 24th that it operated a “JINRO Clubhouse” at the “Taste of London 2026,” held from June 17 to 21 at Regent’s Park in central London. The event is one of the UK’s largest food festivals, attracting global food and beverage brands, renowned restaurants, and approximately 55,000 visitors including local consumers and tourists.
Marking its second consecutive year participating in the festival, HiteJinro moved beyond simple product sampling to offer a more immersive brand experience. The company showcased JINRO-based cocktails as well as straight-drinking product tastings and sales, drawing more than 11,000 visitors to its booth.
The “JINRO Clubhouse” featured a range of interactive programs designed to deepen consumer engagement, including participation games such as “Play to Dare” and “Play to Win,” tattoo experiences featuring the brand’s iconic characters, and promotional giveaways. The company also distributed “Where to Find JINRO?” leaflets to guide consumers to nearby retail locations, reinforcing brand accessibility across the UK market.
HiteJinro said insights gathered from on-site consumer interactions will be used to refine its localization strategy in the UK, particularly in terms of flavor preferences and drinking culture trends among local consumers.
Alongside its experiential marketing efforts, the company is also strengthening its retail footprint in the UK. As of March, JINRO products are available across five major retail channels, including Tesco, Sainsbury’s, Morrisons, Marks & Spencer, and Costco, covering approximately 1,600 stores nationwide. Through this dual strategy of retail expansion and experiential branding, HiteJinro aims to further establish JINRO as a mainstream alcoholic beverage brand in the UK market.
