The auction of Jinro, the largest Soju producer in Korea, attracted much attention from many of the international spirits groups. V&S was amongst those that expressed an interest in the company and appointed DDMA to conduct an overview of the market, focusing in particular on production techniques, profiling key players and determining the price tree and margin pools for the category.

DDMA conducted a series of meetings with local Soju producers in Korea as well as interviews with key distributors and government officials. This primary data was supported by intelligence gathered from extensive research of published industry sources. The final report contained a complete market overview, full margin pool and price tree analysis and forecasts for future demand and growth.

V&S decided not to pursue the domestic Korean spirit market further as the valuation of the domestic producers was questionable relative to the profitability analysis.