[The Editors' Verdict] The Secret Behind the Gradually Milder Alcohol Content of Soju

35 degrees (1924) > 30 degrees (1965) > 25 degrees (1973) > 23 degrees (1998) > 22 degrees (2001) > 19.8 degrees (2006) > 19 degrees (2012) > 17.8 degrees (2014) > 16.9 degrees (2019) > 16 degrees (January 2023) > 14.9 degrees (March 2023).

There was once a time when soju had a strong alcohol content of 30 to 35 degrees, but that is now a thing of the past. During the Japanese colonial period in the 1920s, most soju manufacturers produced distilled soju with an alcohol content of 35 degrees. Later, in 1965, diluted soju with 30 degrees appeared, and the alcohol content gradually began to decrease. At that time, soju was not yet the national drink as it is today, and makgeolli was the top-selling alcoholic beverage in the domestic market. After the 1970s, 25-degree soju was introduced, establishing the perception of soju as 25 degrees, which lasted for 25 years. In the 1990s, 23-degree and 22-degree soju appeared, breaking the perception of soju as 25 degrees. This was when soju manufacturers began competing seriously to lower the alcohol content. Over time, the alcohol content of soju gradually decreased, and now soju with an alcohol content in the 14-degree range has appeared.

This change is due to the shift in drinking culture from the past "drink until you die" mentality to a "let's have a light drink" culture centered around the MZ generation (Millennials + Generation Z). The preference of female consumers for smoother alcohol also played a role. According to the National Health Impact Survey released by the Korea Disease Control and Prevention Agency, the monthly binge drinking rate among adult women was 24.1% in 2021, an increase of about 7% compared to 2005. Monthly binge drinking rate refers to drinking five or more drinks at one time at least once a month in the past year. Changes in soju manufacturing methods also had an impact. On the 2nd, Makgeolli Company, a soju manufacturer in the Chungcheong region that released 14.9-degree soju, applied an oxygen aging method patented in Korea, the United States, China, and Japan, and maintained the clean taste of soju by adding distilled liquor base made from rice and barley in appropriate proportions.

So how low can the alcohol content of soju go? Soju manufacturers believe there is a certain limit to lowering the alcohol content. If it goes below the 14-degree range, it is difficult to maintain the characteristic bitterness of soju, and a strong waterfishy smell emerges. Consumers also criticize that "the taste of the alcohol deteriorates." In fact, the lower the alcohol content of soju, the more profit manufacturers make. Soju is made by mixing ethanol with water and sweeteners, and lowering the alcohol content reduces production costs. Typically, lowering the soju alcohol content by 0.1 degrees saves 0.6 won in ethanol cost per bottle. Lowering the alcohol content from 16 degrees to 14.9 degrees reduces the ethanol cost by 6.6 won per bottle. Also, since people need to drink more to get drunk on milder alcohol, it can increase sales volume.

From the perspective of soju manufacturers, they can gain some profit from cost reduction, but if they simply add more water, consumers will turn away. Next year marks the 100th anniversary since Jincheon Brewing Company, the predecessor of Jinro, produced distilled soju with 35 degrees alcohol content. While the time when people exclaimed "Kya~" with each glass is nostalgic, we look forward to softer yet more delicious soju as the alcohol content decreases.

Kwangho Lee, Head of Distribution Economy Department