Urisul Company Launches Peach-Scented Distilled Liquor 'Yeouiju'

[Provided by Woorisul Company]

Woorisul Company, a lifestyle company based on Korean traditional alcohol, announced on the 20th that it will launch ‘Yeouiju’ (general distilled liquor, 16%, 375ml) to celebrate the Year of the Blue Dragon, Gapjin Year (甲辰年) 2024.

Yeouiju (如意酒), meaning ‘the liquor that fulfills wishes,’ combines the characters yeo (如) meaning ‘like,’ ui (意) meaning ‘wish,’ and ju (酒) meaning ‘liquor.’ It is distilled from Yeoju rice, famous as the king’s rice, and features a smooth finish with a sweet peach aroma and flavor.

In particular, reflecting the diversified consumer tastes and the low-alcohol trend due to the spread of light drinking culture, Woorisul Company stated that Yeouiju was introduced to meet the needs of young consumers.

This new product was developed from the early planning stages with overseas export and domestic wholesale and retail distribution in mind, in collaboration with the ‘Sulaone’ brewery located in Yeoju City. Above all, its greatest features are price competitiveness and the application of a Korean-style label design.

The label design was inspired by the ‘White Porcelain Blue-and-White Cloud and Dragon Pattern Jar’ made in the 18th century during the Joseon Dynasty. It features a humorous dragon face, four crossed legs on both sides, and a flowing mane, expressing the spirit of a dragon boldly advancing against the wind.

Sulaone Brewery, located at the foot of Yeonhasan Mountain in Yeoju, Gyeonggi Province, known for its good water and rice, is a local specialty liquor brewery operated by CEO Kang Jin-hee. It won the grand prize in the distilled liquor category at the 2023 Korea Traditional Liquor Competition, recognized for the quality and competitiveness of its liquors, producing various alcoholic beverages including its signature ‘Gyeongseongwahaju’ and the sweet potato distilled liquor ‘Pil.’

[Provided by Woorisul Company]

Woorisul Company is a specialized company in wholesale and retail distribution of specific liquors and liquor exports, operating the traditional liquor section of Lotte Mart’s Bottle Bunker, the largest liquor department store in Korea. Since last year, it has exported 45 types of Korean traditional liquors to Vietnam and is pursuing an aggressive export strategy for traditional liquors tailored to the needs of consumers in various countries.

Kim Eun-kyung, CSO of Woorisul Company, stated, “Yeouiju targets the 2030 generation leading the low-alcohol trend, featuring a clean taste, low alcohol content, Korean-style design, and marketing. It was launched as a peach-flavored distilled liquor with high quality and reasonable price so that consumers can enjoy it without burden.” She added, “Fruit soju is trending in overseas markets, and peach-flavored soju is especially popular. We plan to expand Yeouiju’s consumption beyond Korea to Vietnam and various other overseas consumers.”