Lowering Alcohol Content to Match Homebrew Trends and Improve Drinkability
Enhancing Quality by Increasing Bamboo Charcoal Refinement Process to Five Times
Applying Bamboo-Shaped Typeface to Strengthen Clean and Sophisticated Image
HiteJinro is undertaking a complete revamp of ‘Chamisul Fresh,’ including lowering its alcohol content from the existing 16.5% to 16%.
On the 13th, HiteJinro announced that it will fully renew its flagship soju product Chamisul Fresh to reflect changing consumer trends and begin shipping it from the 14th.
The renewed Chamisul Fresh has improved drinkability through changes in the manufacturing process and alcohol content to emphasize its original clean and crisp taste, and applied a simple typeface package design.
Through this renewal, Chamisul Fresh increased the patented bamboo activated charcoal filtration process from 4 to 5 times, removing off-flavors and impurities one more time. Also, noting the downward trend in consumers’ preferred alcohol content due to the low-alcohol trend, the company conducted multifaceted tests and analyses based on continuous consumer research results to optimize the alcohol content from the previous 16.5% to 16%.
The package design was also partially changed to create a clean and sophisticated image. In particular, the typeface was changed to resemble bamboo, and the phrase ‘Bamboo 5-time Filtration’ was placed prominently to visually convey the message of using bamboo activated charcoal. The dew drop symbolizing Chamisul was changed to a darker blue than before to increase visibility.
Since its launch in 1998, about 39 billion bottles (based on 360ml) of Chamisul have been sold to date. This means about 15 bottles are sold every second, and if laid end to end, the bottles would circle the Earth (46,500 km) 200 times. The company analyzed that the secret to this popularity lies in its quick and continuous adaptation to changing environments, including 16 renewals so far, and ongoing evolution.
Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, “Based on HiteJinro’s 100 years of liquor manufacturing know-how, we completed a product that meets the demands of the times through multifaceted testing,” adding, “Chamisul will lead the domestic soju market development and the globalization of soju as a leading brand.”
Meanwhile, Chamisul Original and Jinro will maintain their alcohol content as is to continuously target consumers who prefer the original taste of soju with differentiated characteristics in the market.
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