Ato Company is changing young people’s perception of traditional liquor and introducing new products that meet the needs of young people, making traditional liquor popular among young people. CEO Jo Jang-hwan said he started the business with the ambition of introducing Korea’s first strawberry liquor, TINA, hoping that traditional liquor would be enjoyed by young people as well as the middle-aged and elderly. “I have been working in the liquor distribution industry for over 20 years and have come to know the appeal of traditional liquor. I decided to establish Ato Company, which manufactures and sells traditional liquor, hoping that younger customers will also recognize and enjoy. I developed TINA, a liqueur that utilizes natural strawberries, for young people, and thankfully, it has been well received and we are manufacturing and selling a variety of products.” said Jo. 

A wide range of products for every taste and preference

Made with domestic rice and fruit, TINA boasts a deep fruit flavor and aroma, and when you press the button at the bottom of the product, the LED light turns on to create a sensual atmosphere. The Traffic Light Set is an exotic product that combines different flavors with colors such as red, yellow, and green. It consists of three flavors: R.TINA (red/strawberry), Y.TINA (yellow/lemon), and G.TINA (green/grape). The set is reminiscent of a traffic light and is popular among young people with the message of ‘signal your loved ones’. TINA BIB, a large-capacity highball liquid, is a large-capacity product that can make more than 100 highballs with one product, and boasts excellent cost performance while maintaining the quality and taste of the original TINA. It is divided into three flavors, including R.TINA BIB, Y.TINA BIB, and G.TINA BIB, so customers can choose and enjoy the flavor according to their taste and preference. Premium distilled liquor ‘Gunghap’ is a product that reinterprets the traditional meaning of ‘Gunghap’ in a modern way. It was developed with the hope that people can achieve harmony in their relationships with others through the product, beyond the simple act of drinking alcohol. The “Lamp” in a green bottle is a concept of “tell the lamp fairy your wish” and is distinguished by its mysterious bottle design and fragrant melon flavor, and when you press the button at the bottom, the LED light comes on to create a different atmosphere. 

Trendy and original spirits

The company’s employees only work 30 hours a week. “Since our company is focused on developing a variety of products that meet the tastes and needs of our customers, creativity is important not only for me but also for our employees. I believe that creativity is more likely to be unleashed when working efficiently in a relaxed environment, so we run a 30-hour workweek in afternoons only. We operate on an efficient system, and thankfully, most of our employees have been with us since the company was founded.” TINA is supplied directly to most franchised alcohol, meat, and restaurant brands in the Gangnam and Hongdae shopping districts, and the company plans to enter duty-free shops in partnership with large retailers such as CU. The company is spreading its traditional values overseas, with presence in China, Japan, Mongolia, New Zealand, and Mexico. This year, the company plans to expand into various countries such as the United States and Africa to further promote the uniqueness of Korean liquor. Proving its brand value in the market, Ato Company won Traditional Liquor at 2024 Korea Customer Satisfaction & Innovation Management Brand Award. This year, the company will launch Cabana, a passion fruit flavor at an affordable price. With the concept of “let’s take a trip away from all the troubles of everyday life” in a virtual place called Cabana, Cabana will provide customers with the pleasure of escapism and relaxation in the moment of drinking. The company also plans to capture young customers by launching products that can be used for various events.