Hello Soju, a ready-to-drink sparkling soju brand born at the intersection of Korean and California culture, announced the closing of a $6.8 million funding round. The round was led by a personal investment from Ted Schlein of Kleiner Perkins and Ballistic Ventures and supported by Hello Soju’s parent company, THG.
This funding will advance the brand’s highly anticipated nationwide relaunch, which will kick off with a pre-sale this April and a full market return by late summer.
Hello Soju debuted at Coachella and EDC to rave reviews from fans while earning top honors at the Chilled 100 Awards across multiple flavors. And now, the brand returns with a refreshed look, California-based production, and a proven portfolio of five delicious, refreshing flavors: Asian Pear, Lemon Yuzu, Green Grape, Peach, and Lychee. A new Variety Pack will also be introduced, giving fans more ways to enjoy their favorites.
Elisabeth Baron, newly appointed CEO of Hello Soju, is a veteran of Diageo and LVMH with decades of executive leadership experience in the wine and spirits industry.
Hello Soju also recently welcomed business leaders Dan Ginsberg and Sandra “Sandey” Kang to its Board of Directors. Ginsberg, former CEO of Red Bull North America and Dermalogica, brings unmatched growth experience across beverage, CPG, and fashion. Kang, co-founder of Range Media and a former CAA executive, is a pioneer in cultural marketing and co-founded the non-profit organization Korean Leaders in Hollywood in 2020.
The new funding round will support expanded production, strategic marketing, and the brand’s debut in the spirits category with the introduction of a premium 700ml rice-based Soju spirit, launching this summer. Crafted with honey, citrus, and melon notes and presented in a striking black ombre bottle, the higher-proof offering represents Hello Soju’s continued innovation and solidified position in the soju category.
KEY QUOTES:
“We’re reimagining what soju can be — modern, stylish, and deeply rooted in cultural connection.”
“This raise allows us to scale efficiently while staying true to our purpose: connecting communities through refreshing experiences.”
- Elisabeth Baron, newly appointed CEO of Hello Soju
“With a distinctive voice, a devoted following, and a product that’s both delicious and disruptive, Hello Soju is poised to become a household name. We are beyond excited to get our soju back into the hands of our fans.”
- Co-founder and Chairman Taylor Jones
“We designed Hello Soju as the ultimate summer beverage, and we’re excited to re-launch in such a significant capacity primed for the season.”
- Co-founder Nick Schlein
