Hite-Jinro warning portends possible crackdown on alcohol in Korea

According to a report by AFP, the company’s soju and beer bottles now bear messages that translate as ‘No more drunken violence’ and ‘Let’s improve wrong drinking culture’. A spokesperson was quoted in the Chosun Ilbo, a national newspaper, as taking responibility "for social problems caused by drinking" and hoping to make drinking culture "more positive".

Hite-Jinro is the biggest producer of alcoholic drinks in the country, and its Jinro soju product has been ranked as the world’s best-selling alcohol brand, having sold more than 61 million cases last year.

Korea is known for its culture of hard drinking, and reports of alcohol-fuelled violence are common. However, sentencing of perpetrators is typically lenient if they are found not to have been in full control of their faculties at the time of the incident, leading to a degree of public opposition to drinks companies.

Adam O’Neill, general manager of GroupM Korea, speculated that Hite-Jinro might have been under government pressure to introduce the labels. He added that the labels themselves were unlikely to spur more responsible behaviour if not part of a wider corporate social responsibility (CSR) initiative.

Restrictions could be on the way. Public pressure recently led to the submission of a bull to ban celebrities and athletes under 25 from appearing in alcoholic drinks advertising. The government is also reportedly seeking to ban alcohol advertising on outdoor billboards and public transport.

Drinks brands are ubiquitous on large format billboards, and Hite is currently running a 3D installation for its beer brand in Seoul's Gangnam district, an area frequented by students. It has also featured celebrities such as Lee Yeon Hee and Hyun Bin in its TV commercials, apparently aimed at younger drinkers. Last year, competitor Cass produced a full-length K-pop video to promote its beer. The approach has been credited with surging alcohol consumption among young Korean women in recent years.

However, alcohol brands are prohibited from advertising hard liquor on TV, with beer and soju advertising permitted only after 10pm. Cinema and subway advertising is also banned.