Homegrown craft soju brand So Good Soju has expanded into Karnataka, marking its entry into Bengaluru with the launch of five popular flavours: Peach, Green Grape, Strawberry, Blueberry, and Green Apple. The move comes as interest in Korean food, culture, and flavour-forward, low-ABV beverages continues to grow among young Indian consumers.

The Karnataka launch is part of the brand's wider expansion strategy, which also includes Goa and the North East, further strengthening its footprint in India's evolving craft spirits market.

With this expansion, So Good Soju now offers a portfolio of seven flavours across still and sparkling expressions, including Peach, Green Apple, Yuzu Lime, K-Bomb, Green Grape, Strawberry, and Blueberry. The brand is currently available at both terminals of Mumbai Airport, retail outlets across Mumbai, Pune, Bengaluru, and Haryana, with additional markets set to follow.

The latest launch reflects the growing preference among Indian consumers for lighter, fruit-forward alcoholic beverages influenced by global drinking trends. The rising popularity of Korean cuisine, entertainment, and lifestyle has also contributed to increasing demand for authentic soju experiences in the country.

Each of the newly introduced flavours has been developed to offer a distinct taste profile. Green Grape delivers a crisp and refreshing finish, Strawberry offers a balanced fruit-forward flavour with bright acidity, while Blueberry features rich berry notes and a smooth finish, catering to a wide range of consumer preferences.

Commenting on the expansion, Jaspreet Singh, Founder, So Good Soju, said:

"We are seeing a clear shift in how young Indian consumers are approaching alcohol. They are looking for drinks that are lighter, flavour-forward and suited to more social, experiential occasions. Bengaluru is one of India's most exciting beverage markets, making it the ideal city to introduce the next phase of our portfolio. As interest in Korean culture continues to grow, we believe soju has the potential to become an important premium drinking choice for Indian consumers."

As part of its national growth strategy, So Good Soju will also introduce the new variants in Maharashtra, Goa, Haryana, and Punjab in the coming weeks, making its expanding portfolio accessible to more consumers seeking globally inspired beverage experiences.