The expansion follows a period of rapid consolidation within the alcohol industry, where consumers are pivoting away from malt-based hard seltzers toward premium, spirit-based alternatives. According to NABCA data from May 2026, RTDs and canned cocktails saw a 34.7% volume increase year-over-year, even as the broader spirits category experienced a slight decline. Hello Soju, which produces its spirit from non-GMO California sticky rice using traditional distillation methods, intends to leverage this shift to secure a larger share of the market.

CEO Elisabeth Baron views the move into Colorado and Texas as a milestone for the brand’s national trajectory. The company is currently retailing through major outlets including BevMo!, Total Wine & More, and Target. Beyond retail shelves, the brand has established a presence in high-profile hospitality accounts such as NIKU X and The Line Hotel, while maintaining a partnership with LAFC at BMO Stadium. With a 16% CAGR projected for U.S. soju volume through 2029, the company plans to continue its rollout across additional states through early 2027.