Sazerac has moved into the soju category with DALHO, a grain-distilled soju available in four flavors and two bottle sizes — including what the company says is the category's first 50mL single-serve format. The launch, effective now through Sazerac's U.S. distribution network, places DALHO in select retailers, restaurants, and bars nationwide.
The Format Play
The 50mL bottle is the clearest operator-facing story here. Priced at $0.99 — or $9.99 per 10-pack — it gives on-premise buyers a low-friction upsell tool and a way to drive flavor trial without committing a well or back-bar slot to a full bottle program. The standard 375mL bottle carries a $5.99 suggested retail price and aligns with soju's traditional role as a table spirit accompanying meals. Both sizes come in Original, Peach, Strawberry, and Lychee at 17% ABV (34 proof).
Why Soju, Why Now
The timing tracks with measurable category momentum. According to IWSR data cited in the release, U.S. soju volumes are projected to grow at a 16% compound annual growth rate through 2029, outpacing the broader spirits market. That trajectory is being driven largely by younger legal-drinking-age consumers gravitating toward flavor-forward, lower-ABV options — a cohort that beverage industry analysis has flagged as central to portfolio strategy across the major spirits houses.
Korean cultural influence is accelerating mainstream familiarity with soju well beyond Korean-American dining contexts. The category is appearing on cocktail menus at independent bars and chain accounts alike, creating a practical opening for a supplier with Sazerac's distribution reach. Named from the Korean words for moon (달) and tiger (호), DALHO is positioned to bridge heritage soju culture and the flavor-variety expectations of contemporary drinking occasions.
"Soju has always been a spirit rooted in connection, and we wanted DALHO to build on that in a way that feels fresh and inviting," said Lauren Selman, Brand Director of Global Growth & Innovation at Sazerac. "Whether someone is trying soju for the first time or already enjoys the category, the flavors and the 50mL format offer an approachable way to explore the DALHO lineup."
Operator Implications
For restaurant and bar operators, the 50mL format has practical menu-building utility: it enables flights, supports cocktail-program trial, and reduces pour cost risk when testing a new category. Soju's relatively low ABV also positions it favorably for daypart flexibility and food-pairing programs, particularly as operators look for ways to broaden restaurant beverage program options beyond wine and craft beer.
Sazerac's existing infrastructure — spanning more than 500 brands and a U.S. distribution network already servicing on-premise accounts — means DALHO enters with logistical advantages that independent soju importers typically lack. Whether the brand gains traction beyond the novelty of its format will depend on menu placement, staff education, and how quickly operators embed it into their beverage programs.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
