Shenyang Soju Launches Baseball Park Marketing Campaign with New ‘Oak Sowmack’ Product

Shenyang Soju, a South Korean alcohol brand, launched a series of in-stadium events at Daegu Hanwha Life Park in June to promote its new “Shenyang Oak Sowmack” product, a ready-to-drink (RTD) beverage combining soju and beer. The campaign, featuring the brand’s president, Jo Woong-rae, included live tastings, social media contests, and giveaways for fans, according to a report by Hankyung Business Daily.

What Is Shenyang Oak Sowmack?

Released on June 10, Shenyang Oak Sowmack is an RTD beverage blending 450 mL of lager beer, 40 mL of Shenyang Oak soju, and 10 mL of aged rice-based soju distillate, resulting in a 5.7% alcohol volume. The product, developed in collaboration with Seven Brothers Beer, is sold in 500 mL cans and available at major convenience stores including CU, GS25, and Seven Eleven, per the report. A promotional bundle of three cans for 12,000 won (approximately $9.50) was also offered to mark the launch.

How Is Shenyang Soju Promoting Its Product?

The brand organized three event periods at Hanwha Life Park—June 9–11, 19–21, and 23–25—where fans could sample Shenyang Oak Sowmack and other products like Shenyang Lin and Shenyang Oak. Attendees who tried the new product received fan flags, while those who posted photos on social media with a designated hashtag were given mini fans. On June 19, Jo Woong-rae, Shenyang Soju’s president, participated in a ceremonial pitch, as noted in the original report.

Why Is This Campaign Significant?

Shenyang Soju’s initiative aligns with a broader trend of beverage companies targeting sports venues to boost visibility. The campaign emphasizes convenience, a key selling point for RTD products, and aims to capitalize on summer sports attendance. A company representative stated the brand plans to expand sales to supermarkets and SSMs (superstore markets) following the convenience store launch, according to the report.

What Are the Broader Implications?

The collaboration between Shenyang Soju and Seven Brothers Beer highlights growing partnerships in the Korean beverage industry to innovate hybrid products. While Shenyang Oak Sowmack is a novel offering, similar RTD combinations have seen mixed reception in markets where traditional soju consumption remains dominant. The success of this campaign could influence future strategies for similar products, though long-term consumer adoption remains to be seen.