Daedongyeojudo(Soolguide), a curation and distribution platform for Korean traditional liquor, has secured a $7.5 million (KRW 10 billion) investment from SinAju Group. Daedongyeojudo specializes in selecting, promoting, and distributing high-quality traditional liquors from across South Korea. As a trailblazer in the premium traditional liquor market, the company has introduced over 2,000 different types of alcohol, provided consulting services to around 300 breweries, and expanded distribution channels through product development, marketing, and sales initiatives.

SinAju Group, founded in 1981 as Aju Group, operates primarily in the automotive, real estate development, and social contribution sectors, starting with the Sangbong Bus Terminal. With this investment, Daedongyeojudo plans to focus on brewery investment and development projects, enabling breweries to concentrate on production while receiving support in commercialization, branding, marketing, distribution, and export. The plan also includes providing support for construction, facilities, and equipment, in addition to creating premium products.

The company is also pursuing intellectual property (IP) initiatives, original design manufacturing (ODM), exports, and overseas business development, with plans to launch products tied to large-scale IPs.

Moon Kyung-hoe, Vice Chairman of SinAju Group, noted that while traditional Korean liquor is undervalued compared to international alcoholic beverages, there are many excellent varieties with strong growth potential in the global market. He emphasized the group’s goal of discovering high-potential breweries and transforming them into blue-chip brands, contributing to the creation of a national liquor for South Korea.

Moon added that the investment, combined with SinAju Group’s resources and management infrastructure, would significantly accelerate the realization of this vision, driving rapid growth in the traditional liquor market while promoting its globalization.

Lee Ji-min, CEO of Daedongyeojudo, stressed the importance of cultivating Korean liquor with a mid- to long-term perspective rather than focusing on short-term returns. He praised SinAju Group’s investment as a commitment to the future of the entire liquor industry, not merely a financial transaction. Lee also highlighted plans to actively identify and nurture breweries with global potential, particularly among the 1,600 breweries across South Korea, in a bid to promote their international expansion and create a national liquor on par with China’s Moutai.