Cloud Saeng Draft Successfully Settles in Market... Park Seo-joon's 'Choshinseon Lager' Gains Popularity
Next Week, Keg Draft Beer Launch to Accelerate Commercial Sales... Consumption and Distribution Rates Increase
[Asia Economy Reporter Lee Seon-ae] Lotte Chilsung Beverage’s beer brand extension product, ‘Cloud Saeng Draft,’ is quietly making waves as it settles smoothly into the market. Riding this momentum, Lotte Chilsung Beverage plans to expand the market further by launching draft beer versions of ‘Cloud Saeng Draft.’
According to Lotte Chilsung Beverage on the 6th, ‘Cloud Saeng Draft,’ released in June, has seen a surge in sales, being called the “Park Seo-joon’s ultra-fresh lager,” named after its product model, actor Park Seo-joon. It features a fresh taste and a sparkling refreshment that feels like draft beer poured straight from the tap. Like ‘Cloud,’ which has firmly established itself in the domestic premium beer market, it uses 100% All Malt to maintain the authenticity of premium beer, while pricing lower than domestically sold Korean beers (wholesale price for 500ml bottle is 1,047 KRW), thus gaining cost-effectiveness competitiveness. Additionally, as part of targeting the home market, unlike the existing 350ml can package, it introduced a long and slim Sleek can that fits comfortably in one hand, enhancing portability and consumer convenience.
A Lotte Chilsung Beverage official said, “Despite refraining from marketing activities to help prevent the spread of COVID-19 since its June launch, sales at some convenience stores increased by about 50% or more in July compared to June, indicating a smooth market settlement. It seems the product’s popularity stems from its fresh taste and the advantage of enjoying premium beer at a reasonable price.”
Also, Park Seo-joon, chosen as the model for ‘Cloud Saeng Draft,’ is praised for his bold and refreshing image, which well reflects the freshness and sparkling qualities characteristic of ‘Cloud Saeng Draft.’ The line “Ultra fresh” delivered by Park Seo-joon in the advertisement has been well received by consumers.
Lotte Chilsung Beverage is preparing to target the keg draft beer market as the market response has been favorable. They plan to launch draft beer versions of ‘Cloud Saeng Draft’ next week to actively target the commercial market. Although ‘Cloud Saeng Draft’ is currently sold through entertainment channels, the strategy is to increase consumption rate and distribution by launching keg draft beer as well.
A Lotte Chilsung Beverage official stated, “In the case of ‘Cloud Saeng Draft,’ it has received a good response from the start by maintaining product quality while reflecting price competitiveness under the volume-based tax system. We will strengthen marketing to highlight the product’s features and target the draft beer market to increase ‘Cloud’s’ market share.”
Meanwhile, ‘Cloud,’ first launched in April 2014 when Lotte Chilsung Beverage entered the beer market, is a premium beer made using the ‘Original Gravity’ method, an authentic brewing technique from Germany, the birthplace of beer, making it the only domestic lager beer to do so. Unlike existing domestic beers that focused on light lagers emphasizing refreshment, ‘Cloud’ is characterized by a rich and full-bodied taste. The ‘Original Gravity’ method applied to ‘Cloud’ does not add water to the beer fermentation wort, resulting in a deep and rich flavor inherent to the beer.
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