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Shinsegae’s soju brand Pureunbam to debut in Mongolia

Collected: 2017.10.24

Distributed: 2017.10.25

Source: Go Direct

South Korean retail conglomerate Shinsegae Group will test out its brand of Korean hard liquor soju on Mongolian who are known to enjoy hard spirits like vodka.

Its first cargoes - 24,000 bottles of Purenbam soju, distilled rice liquor - were shipped from Incheon to Mongolia on Sunday, according to the group.

The conglomerate’s soju-making unit Jeju Soju released Pureumbam made with Jeju Island’s clean water last month. The first shipment of Pureunbam includes 19,200 bottles of low-alcohol ‘Short Night’ and 4,800 bottles of ‘Long Night’, according to the company. The products will hit the shelves of Emart stores in Mongolia around the middle November. Shinsegae said Pureumbam’s huge success in the local market with sales reaching 1.3 million bottles in just a month has helped the group to advance its overseas venture.

Korean products are selling well in the Mongolian market. The first Emart branch in Mongolia has been achieving 40 percent higher revenue than its target, accelerating the opening of the second branch in the country last month.

We will work hard to export Pureunbam to other countries such as Vietnam where Emart has presence, said Kim Woon-a, head of Jeju Soju.

By Lee Hee-su and Choi Mira

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