[Distribution Hot People] A Night That Makes You Crave a Drink... Im Chang-jung Soju 'Popular'

Initial production batch of 100,000 units sold out
Took 1 year for product development
Plans to diversify price and alcohol content

"The premium distilled soju ‘Soju Han Jan’ has currently sold out its initial production batch of 100,000 units, and the second batch is being urgently produced and supplied."

On the 28th, at the Korea Seven headquarters in Jung-gu, Seoul, Kim Jae-seon, the product planner (MD) of the beverage and liquor team at Seven Eleven, said, "It seems that many people who have memories or nostalgia related to the song titled Soju Han Jan are purchasing it," adding, "It ranked first immediately after its launch among distilled soju, and it is also ranked fifth within the traditional liquor category."

Jae-sun Kim, Product Planner (MD) of Beverage and Alcohol Team at Seven Eleven. [Photo by Seven Eleven]

Soju Han Jan is popular not only among middle-aged and older generations but also among the MZ generation (Millennials + Generation Z). Kim MD said, "Recently, there has been a trend of young people liking distilled soju, so they seem to buy it out of curiosity," and added, "Regular soju often receives criticism for having a strong alcohol smell that resembles disinfectant, but Soju Han Jan is very smooth compared to its alcohol content, so the response has been positive."

Since the hit song was prominently featured, product development took a full year. Kim MD explained, "The symbolism of the song Soju Han Jan was significant, so we couldn’t approach it lightly," and added, "Expressing the emotions of the Soju Han Jan lyrics into the product took longer than expected."

In fact, singer Lim Chang-jung participated in every process from selecting raw materials to designing the bottle. Kim MD said, "Lim Chang-jung actively took part in tastings, factory visits, and design," and added, "That’s why the product came out more complete."

Soju Han Jan is delicious as is, but it also works well as a highball. Kim MD introduced, "I tried mixing it with several things, and when mixed with coffee mix or banana milk, it tastes delicious like a Kahlua milk," and added, "Distilled soju has a nuruk (fermentation starter) aroma, so it may not pair well with tonic water, but adding milk neutralizes it."

Lim Chang-jung’s liquor products will continue to be released. Kim MD emphasized, "Currently, Lim Chang-jung’s misutgaru Makgeolli is preparing for a makeover," and added, "For Soju Han Jan, we plan to introduce various distilled sojus by segmenting price ranges, distillation methods, and alcohol content."

The goal for this year is for Soju Han Jan to establish itself as a steady seller. Kim MD expressed, "I hope it becomes a product that is loved consistently, not just a fleeting popularity because of Lim Chang-jung’s name," and added, "I want customers to feel that it is worth the price of 14,900 won."