HiteJinro X Orion Launch Fruit Liqueur for Funsumers
Consumer Response Up with Aisya Sour and Soju Bitter Harmony
Popular Among Young Adults... "No Additional Production Plans Yet"
[Asia Economy Reporter Choi Sunghye] The fruit liqueur "Aisher Aiseul," reflecting the "fun-sumer" trend (consumers who enjoy the fun of products), has heated up the nightlife market.
HiteJinro announced on the 12th that the limited-edition fruit liqueur Aisher Aiseul, launched in collaboration with Orion's "Aisher," proved its great popularity by selling out the initial one-year supply within just one month of release.
This product is the fourth fruit liqueur introduced domestically by HiteJinro following Grapefruit Aiseul, Green Grape Aiseul, and Plum Aiseul, launched on the 23rd of last month. It is the first collaboration soju product reflecting the latest fun-sumer trend. It received praise for its unique combination of a refreshing lemon flavor with a strong, thrilling sensation, offering both taste and fun. Targeting the younger generation, it was released with an alcohol content of 12%, one degree lower than existing fruit liqueurs, to reduce the burden.
A HiteJinro official said, "We set the initial limited-edition supply based on the typical one-year sales volume of fruit liqueurs, but sales exceeded several times the average within two weeks of launch, and all stock was sold out within a month."
According to the industry, Aisher Aiseul was especially popular in nightlife districts frequented by young people. HiteJinro explained, "It seems that the younger generation's desire for ownership and experience of limited editions played a role in this sales performance," adding, "Like 'Grapefruit Aiseul,' the current number one fruit liqueur, this product is also praised for the proper harmony between Aisher's sour taste and soju's bitterness."
This product was sold to nationwide nightlife establishments such as the franchises "1943" and "Inssaeng Beer." Although many establishments are currently inquiring about obtaining Aisher Aiseul, HiteJinro has not yet planned additional production.
HiteJinro's recent success is quite encouraging for the fruit liqueur market. Diluted soju fruit liqueurs, characterized by fruit flavors and small amounts of fruit juice, are very popular in overseas markets such as Cambodia, Thailand, the United States, and China. However, domestically, after increasing market share to 15% in 2015, it has struggled, dropping to less than 1% currently. HiteJinro currently holds more than half of the market share.
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