Metagroup brings Tokki Soju to China and Hong Kong

Metagroup has teamed up with Tokki Soju in Hong Kong and China as part of a wider plan to excel growth by partnering with brands in trending drinks categories.

Hong Kong-based importer and distributor Metagroup has revealed its long-term plan for scalable growth through developing partnerships with brands which engage with emerging trends.

The first joint venture under the company’s new approach is with Tokki Soju, partnering with the brand across Hong Kong and China.

Tokki Soju was established in Brooklyn, New York in 2016. Following success across restaurants and on-trade venues in New York, production of Tokki Soju was relocated to Korea, where soju was first created, with the ambition of achieving the same kind of recognition there.

Roger Chan, Metagroup chairman, said his aim was to “leverage our geographic relevance in Hong Kong to pilot our ‘one company, two systems’ strategy into Greater China”.

He said: “Whilst we cherish our strategic and more traditional distribution agreements with global brands, we are consciously looking for deeper partnership and investment opportunities to help brands grow their export and brand presence.”

Tokki Soju has seen growth rates exceed 100% over the last five years, according to CEO Douglas Park. He said of the new joint venture: “We are really excited about the potential this partnership with Metagroup offers us to build on this success in one of the most dynamic drinks markets in the world.”

Metagroup’s Korean subsidiary Metabev Korea recently secured a partnership with Rémy Cointreau to be its representative in the country. The company will be responsible for brands such as Remy Cointreau, the luxury Cognac Louis XIII, Mount Gay Rum, The Botanist Gin and the iconic Scotch brands Bruichladdich and Port Charlotte. The origins of Rémy Cointreau go back to 1724 France, and Metabev Korea called the portfolio an “extremely prestigious” one to represent. Read more on that here.