Andong soju at ProWine Shanghai 2026: six producers hold tastings and export talks

Andong city in South Korea, together with North Gyeongsang province, is running a promotional pavilion for Andong soju, a distilled spirit with a 700-year tradition, at the international alcohol fair ProWine Shanghai 2026. The fair takes place at the Shanghai New International Expo Centre and ends on the 12th, the city said on the 11th, as reported by biz.heraldcorp.com. biz.heraldcorp.combiz.heraldcorp.combiz.heraldcorp.comOpen source ↗ After Europe, the producers are now approaching the Asian spirits market.

Participation and export goals

Last year Andong took part in ProWein 2025 in Düsseldorf, Germany. The Shanghai appearance continues the effort to widen overseas export markets. It is aimed at spirits producers, importers, distributors and professional buyers from different countries.

Six companies from the Andong Soju Association are taking part: Hoegok Brewery, Minsokju Andong Soju, Myeongin Andong Soju, Andong Soju Ilpum, Myeongpum Andong Soju and Milgwa Nonilda. They are holding tastings and one-to-one export consultations for local liquor distribution representatives and buyers.

Shared bottle and positioning

The pavilion presented a shared Andong soju bottle (gongdong jubyeong), described as a modern reinterpretation of the drink's traditional values. biz.heraldcorp.combiz.heraldcorp.combiz.heraldcorp.comOpen source ↗ According to the presentation, the package reflects the 700-year history and consistency of quality. The product was promoted for its deep grain flavor and clean finish, as a spirit with potential in the premium segment.

An Andong city official called the drink a cultural asset of the city and an industry with room for growth in the local economy. According to the official, the city will continue overseas marketing and export support, so that after Germany the product can reach China and other Asian markets and grow into a premium spirit recognized worldwide.