HiteJinro Co., Ltd. (; ) is a South Korean multinational drink, brewing and distiller company, founded in 1924. It is the world's leading producer of soju, accounting for more than half of that beverage's domestic sales. It also manufactures a variety of other alcoholic beverages including red wine and whiskey. Distilleries are located in Icheon, Cheongwon, and Masan, with the Masan plant geared toward exports. In addition, Jinro produces the Soksu brand of bottled water at a factory in Cheongwon. In 2006, the company was acquired by Hite, a popular beverage company whose main product is beer. Jinro soju is known by the brand name Chamisul (), which is the world's most popular liquor. Part of their marketing strategy is to use temperature sensitive paper on their bottle label. A tab in the shape of an Asiatic Toad (the company's mascot) is white when the bottle is warm and becomes blue when the bottle is cold, indicating that the soju is ready to drink. Jinro has been named the top-selling spirit in the world in the Millionaires' Club 2016, after selling 73.8m 9-litre in the year 2015. Products Beer Terra Hite (Hite EXTRA COLD) Max Dry Finish D Stout Exfeel S Filite Queen's Ale – Blonde Type Queen's Ale – Extra Bitter Type Soju Jinro is the largest manufacturer of soju accounting for half of all white spirits sold in South Korea. Soju accounts for 97% of the category. Global sales in 2013 were 750 million bottles; the second-largest spirits brand, Smirnoff, sold less than half that number. The most popular variety of soju is currently Chamisul (참이슬 - literally meaning "real dew"), a quadruple-filtered soju produced by Jinro. Other brands include: Chamisul Classic Chamisul Nature IlpumJinro JINRO GOLD Chamisul Damgeumjoo chamisul fresh jinro 24 chamisul grapefruit chamisul green grape chamisul plum jinro tok-tok sparkling soju peach jinro tok-tok sparkling soju pineapple Whiskey Kingdom Cutty Sark Wine HiteJinro wine Subsidiary brands Seoksu natural mineral water Puriss Success of Chamisul & Chamisul Fresh Jinro launched Chamisul in South Korea on October 19, 1998. Their goal with the new brand was to break the stereotype that soju had to be 25% ABV to be palatable. The success of the brand changed the image of soju from a strong hearty spirit to a "soft and clean" one. The name Chamisul has been commonly associated with soju ever since and its introduction marked an