J1 to present Korean-style liqueur brand 'SIEGA' at Drink Seoul 2025: "Unprecedented refinement and quality"

SIEGA Pear | Photo provided by J1

J1 Inc. (CEO Jewon Hwang) announced its participation in Drink Seoul 2025, which will be held at COEX in Seoul from April 10 to 12.

J1 is a liquor company that aligns with modern values emphasizing individuality. It offers a wide range of alcoholic beverages to cater to diverse preferences. While pursuing this diversity, the company strives to make traditional Korean liquors more accessible and enjoyable by producing and distributing makgeolli, liqueur, distilled soju, and whiskey.

At this year’s exhibition, J1 will highlight its liqueur-specialized brand "SIEGA." Meaning "harvest" in Spanish, the SIEGA brand features products made with familiar Korean ingredients and agricultural products, embodying a uniquely Korean flavor and value.

Among the lineup is "SIEGA Pear," which debuted in August last year. It matches the Korean pear flavor and aroma harmoniously with domestically distilled rice spirits. This product quickly garnered praise and reportedly sold out multiple times shortly after its launch.

SIEGA liqueur series | Photo provided by J1

Following the success of its initial release, J1 aims to strengthen brand awareness and expand its consumer base at this exhibition. A company representative noted, "SIEGA showcases an exceptional level of refinement rarely seen in the domestic liqueur market, and we plan to let visitors experience this firsthand through tastings."

The representative added, "We will actively gather feedback from consumers and industry professionals during the exhibition to refine our future product development and marketing strategies. We are investing in R&D and marketing to expand into Southeast Asian markets such as Singapore, Thailand, Malaysia, Vietnam, and Indonesia."

Drink Seoul 2025 will feature a broader range of beverages, including spirits, traditional liquors, wines, meads, and sakes. Korean distillers and spirit makers will present diverse lineups reflecting conventional and modern brewing techniques. In particular, participation from meaderies is set to expand. The newly added sake section will host eight importers showcasing over 90 brands.

Drink Seoul 2025 will be held concurrently with the Korea International Beer Expo (KIBEX), Korea International Beer Award (KIBA), and Korea International Beer Conference (KIBCON), offering a richer and more diverse program for attendees.

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