Lotte Chilsung Launches Zero Sugar Soju 'Chumchurum Saero'

[Asia Economy Reporter Eunmo Koo] Lotte Chilsung Beverage announced on the 1st that it will launch ‘Cheoeumcheoreom Saero’ on the 14th.

Cheoeumcheoreom Saero is a ‘Zero Sugar’ soju that does not use fructose, unlike existing soju products, characterized by a refreshing and smooth taste. Additionally, distilled soju was added to preserve the unique flavor of soju, and nutritional labeling for alcoholic beverages, which will be officially introduced next year, was preemptively applied.

Cheoeumcheoreom Saero features vertical grooves resembling the curves of Korean ceramics and water droplets flowing downward, embodying Korean and modern sensibilities, while the transparent bottle emphasizes a clean and fresh image.

Furthermore, the brand ambassador character was selected as the Gumiho, a charming figure appearing in various forms from traditional Korean folktales to recent movies and dramas, and placed on the front of the product to differentiate it from existing soju products. Various storytelling and events utilizing the Gumiho character are planned for the future.

A Lotte Chilsung Beverage official stated, “Cheoeumcheoreom Saero is a zero sugar soju without fructose, reflecting the ‘Healthy Pleasure’ drinking culture of the MZ generation (Millennials + Generation Z), who have recently emerged as a new driving force in the consumer market.” He added, “We will do our best to make Cheoeumcheoreom Saero a new breeze in the alcoholic beverage market through differentiation such as emphasizing Korean curves and the clean and refreshing packaging of soju, unlike existing soju.”