It’s the world’s best-selling spirit you’ve never heard of—and it’s growing while the rest of America quits drinking
Daniel Dae Kim, the actor, is walking Jimmy Fallon through the finer points of somaek , a popular Korean drink that mixes beer with the spirit soju. “Like a boilermaker,” Kim says on The Tonight Show , where he’s promoting his CNN series K-Everything . As with most drinking cultures around the world, there are rules. The youngest person should pour, though Kim, 58, takes up the job on Fallon’s…
Somaek, a popular Korean drink that mixes beer with soju, is gaining traction in the United States as the country's alcohol consumption declines. On The Tonight Show, actor Daniel Dae Kim explained the ritual of pouring a shot of soju into a beer glass, clinking glasses, and shouting "Geonbae!" to signify a shared toast. Soju, a clear, neutral-flavored spirit made from fermented rice, represents just 1% of U.S. spirit sales volume but is growing rapidly.
Sales volume increased by 30% in the last year, with a projected compound annual growth rate of 14% from 2025 to 2030. Jinro, Korea's oldest soju brand, aims to reach $323 million in international sales by 2030. The brand's success in America can be attributed to its relatively low alcohol by volume, making it accessible for drinkers seeking lower-proof spirits.
Soju's small bottle size and association with socializing also contribute to its popularity. However, the brand must navigate cultural differences and compete with other global spirits.
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