JIN JIN

JIN JIN launched in the UK around 2020, named after Sohn's mother Jintana. The name carries some weight: this is a personal project as much as a commercial one, built around a genuine belief that fermentation traditions have something real to offer people living fast, overscheduled lives in cities far removed from those traditions.

The product itself is a fermented concentrate, made from more than 35 raw plant-based ingredients including fruits, vegetables, mushrooms, and cultures. It's produced in small batches over six months using traditional methods drawn from Koso, the Japanese practice of long-fermentation enzyme drinks. The result is unpasteurised and raw, with live cultures intact. Sohn dilutes it at a ratio of around 1:10 with water, though it also works in smoothies or as a cocktail mixer.

The flavour profile sits somewhere between fruit cordial and something more complex: tart, slightly earthy, subtly sour. It's not a straightforward sweet drink, which is part of the point. JIN JIN is positioning itself as a daily ritual rather than an occasional treat, something to reach for in the morning or as an alternative to the usual post-work glass of something.

Functionally, the brand leans into gut health and general wellbeing, drawing on the fermentation-derived compounds that come from that kind of slow, traditional process. The wellness angle is woven into the brand's identity without tipping into the strident health-product territory that can make some functional drinks feel like homework.

Distribution is primarily direct through drinkjinjin.com, with a subscription model offering a discount on regular orders. The brand also appears on specialist platforms like Delli and Club Soda. It hasn't made the jump to mainstream supermarket shelves, which keeps it firmly in the independent and enthusiast channel for now.

Pricing reflects the production process: this isn't a budget option, and the concentrate format means each bottle goes further than a standard ready-to-drink product. Whether that represents value depends on how much you invest in the daily ritual idea. For people who do, JIN JIN occupies a genuinely interesting space, sitting at the intersection of functional wellness, traditional craft, and the growing appetite for complex non-alcoholic alternatives that don't taste like compromise.