SPIRIT SAVANTS 5- MINUTES WITH JASON LEE

FOUNDER-OWNER OF DISTILLERS SELECT – A Spirits Importer and Distributor based in Korea.

“In my experience, when introducing a new craft spirit to a market like Korea — a bartender plays the most crucial role.”

Everything I import—gin, vodka, whiskey—has come from a bartender's recommendation, which I trust completely. In Korea's still-evolving cocktail scene, bartenders play a key role in introducing new and unfamiliar options to consumers. In short, their honest opinions and advice are invaluable in discovering new spirits.

“For the longest time, Korea valued imported brands and products more than they did what was made locally, but that is slowly changing”

The younger generation is now starting to appreciate Korea’s heritage and traditions, something I only began to value after moving here 15 years ago from the U.S. Brands like Tokki Soju are championing heritage by crafting premium products using local rice, creating their own yeast, and distilling in-house. Their partnerships with international bartenders have been key to their success, which is why I greatly appreciate the impact they've had on the industry.

“I will only bring a craft spirit brand into Korea that I have tried and enjoyed myself”

I value working with bars and bartenders who genuinely appreciate the products I import, selecting only those I truly love. This passion is clear when I discuss these products, rather than just selling brands for profit. Quality is crucial, and the story and sustainability ethos behind each product also resonate with both consumers and the trade.

“If you are a craft spirit brand looking to enter the Korean market – partner with a distributor that connects with your brand story and is an active part of the industry.”

Globally, consumers are placing greater value on the stories, emotional connections, and branding behind products, making it essential to partner with those who truly love and understand your offerings. Before becoming a distributor, I spent time in bars and venues, building a strong industry network. Today, I work closely with bartenders and owners who have invested their life savings into their establishments, knowing I share their passion for both my business and the spirits I import.

"One of the craft spirit brands we work with that has found success in Korea for several reasons is Boatyard Distillery."

Boatyard Distillery, from Northern Ireland, has seen great success in Korea, largely due to its sustainability focus and bartender-friendly products like eco-pouches, which reduce fossil fuel use by 66%. Their 100% organic gin and vodka are martini-focused, and bartenders appreciate the ease in using them to pre-batching cocktails as well as benefits to recycling, and minimising waste – plus its a great tasting product.