[Photo=HiteJinro]
HiteJinro’s British premium Scotch whisky brand ‘King Charles,’ which the company imports and distributes, is now available at neighborhood convenience stores.
The company confirmed the product’s rollout to GS25 stores nationwide alongside a full package redesign, aiming to capture demand for what it calls “everyday premium whisky” through short-distance shopping channels.
According to the liquor industry on the 21st, HiteJinro began selling ‘King Charles Blended Scotch Whisky’ this month at all GS25 locations nationwide.
The move significantly expands distribution beyond liquor specialty shops to more than 10,000 convenience stores, widening consumer access.
Timed with the convenience-store launch, the brand also refreshed its bottle design to reinforce its identity. To more clearly reflect the brand’s origin story honoring King Charles II—credited with leading a revival of British culture and the arts in the 17th century—the crown logo on the front label was changed to a more upscale, hand-drawn style.
A silver-and-white Roman numeral “II” was applied consistently to the front and the cap, with gold accents added across the design.
King Charles, for which HiteJinro has handled domestic distribution exclusively since November 2023, is made by blending selected premium malt spirits from Scotland’s Speyside and Highland regions with Lowland grain whisky in what the company describes as an optimal ratio.
The product has also received international recognition, winning gold medals at the Global Scotch Whisky Masters in 2023 and 2025, and a gold badge at the International Spirits Challenge in 2024.
“People who enjoy drinking at home and want to experience a premium blended whisky at a reasonable price will find it a top choice,” said Kwon Gwang-jo, HiteJinro’s premium area head.
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.