Women in heavy-drinking South Korea fuel demand for lighter booze

Bottles of fruit flavoured and low-alcohol soju are seen in this picture illustration at a pub in Seoul, South Korea, September 9, 2015. REUTERS/Kim Hong-Ji

SEOUL (Reuters) - Jeon Seo-jin, 25, finds traditional soju, the clear grain-based liquor popular in South Korea, too strong for her liking.

Instead, to wind down after work as a sales team trainer at a cosmetics company in Seoul, she joins her friends for a glass of the fruit-flavoured lower-alcohol soju that Korean spirits companies began rolling out this year.