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If you were asked to name the top-selling liquor brand in the world, what would you pick?  You’d probably think of one of the big, worldwide brands, such as Anheuser Busch, Smirnoff, or Bacardi.

In reality, though, the truth is much more interesting. The “gold medal” prize for the best-selling brand of booze in the world goes to Jinro, a brand of Korean soju. Soju is a starch-based liquor that is hugely popular– at least, it’s hugely popular in Korea, where 72 million cases are sold in a single year.

Most people have never tasted soju… and they’re really missing out.  Similar in flavor and appearance to vodka, soju is a great substitute for those that enjoy vodka but want to try something special.  Its alcohol content varies from 20% to around 45%, depending on the brand of soju, making it slightly softer than its Russian cousin.  And the sugar added during the manufacturing process makes it just a bit sweet.

Drinking Soju

Traditionally, soju is enjoyed own its own, taken as a quick shot or sipped from a small glass.  And like many Asian drinks, such as tea, there is an entire etiquette surrounding the drinking of soju.  Some of the rules include never pouring soju for yourself, and holding the glass with two hands when you’re being served by somebody you particularly respect.

But, fortunately, you don’t have to know the rules to drink it. More and more soju drinkers are shaking off tradition and using this Korean liquor as a casual ingredient in mixed drinks.  And while soju is a wonderful substitute for vodka in pretty much any cocktail you’d normally make (it simply makes a softer, sweeter version of the original cocktail) there are some soju cocktails that were created especially for the flavor this tasty liquor.

One traditional way to drink soju is a poktanju, (which means “bomb drink”), which is a pint of beer with a shot glass full of soju dropped into it.  Like the idea of more liquor than beer?  The opposite combination is called a suo poktanju, or “hydrogen bomb drink.”  Seems like an appropriate name, doesn’t it?

Other soju cocktail recipes are generally made along a shared formula: one part soju, one part flavoring, and one part “sparkly” (tonic water or lemon-lime soda).  Some of the more popular flavors are lemon, plum, grape, apple, and peach.  But the most popular (and probably the most delicious) of these recipes is the yogurt soju cocktail. This is made with one part soju, one part flavored liquid yogurt (you can buy this at a Korean market, but can also find it at any grocery store), and one part lemon-lime soda.  These go down so smoothly that they’re a little dangerous.

Whether you’ve enjoyed soju for years or are just now hearing about it, this is definitely a drink to get excited about.  And if its popularity keeps growing as quickly as it is now, it doesn’t seem like soju will have any problem holding its spot as the top-selling booze in the world.