US distiller Fifth Generation has signed South Korean major HiteJinro to distribute its Tito’s Handmade Vodka brand in the Asian market.

Tito’s Handmade Vodka had been handled in South Korea by local business Fundrink Co.

“HiteJinro handles more accounts directly, they have a deeper penetration in the market and more exposure to all channels,” John McDonnell, the international managing director for Tito’s Handmade Vodka, said.

McDonnell would not disclose the terms of the contract with HiteJinro but outlined the companies’ plans for the vodka brand.

“We’re particularly focusing on bars and restaurants that are more cocktail-driven, specifically those that are frequented by Westerners and US military,” he told Just Drinks. “Our initial focus is on Seoul and Busan.”

HiteJinro’s presence in South Korea means the soju distiller is contracted to distribute for a number of international beverage-alcohol businesses in the country.

The company’s deals include tie-ups with Carlsberg for Kronenbourg beer, with La Martiniquaise-Bardinet for Cutty Sark whisky and Casa Komos Brands Group for its Tequila brand Komos.

According to the HiteJinro website, the group also distributes La Martiniquaise-Bardinet’s Poliakov vodka brand in South Korea.

McDonnell did not comment on the price point at which Tito’s Handmade Vodka could be sold in South Korea but said it was “perfect for premium cocktails” in the country. “Gen Z consumers are moving more toward cocktails,” he added.

The Texas distiller says the corn-based vodka is available in more than 150 markets. In Asia, Tito’s Handmade Vodka is sold in markets including Indonesia and Thailand. “If everything goes well, we hope South Korea can become our number one market in Asia,” McDonnell said.