Wine and Liquor Brand 'FRAME'
Reasonable Prices... Expected to Absorb Highball Demand
Wine Brand 'Eum' Reaches 3 Million Bottles Sold Cumulatively
CU announced on the 8th that it will be the first in the industry to launch the liquor brand ‘FRAME (Peureim).’ The company aims to strengthen its competitiveness in liquor products by directly releasing cost-effective whiskey.
According to CU, the sales growth rate of liquor, including whiskey, has exceeded 45% annually since 2020. Among these, whiskeys priced under 50,000 KRW account for about 68% of total sales. This indicates a continued demand for reasonably priced whiskey amid high inflation.
In January 2021, CU also introduced the cost-effective wine brand ‘mmm! (Eum!)’, offering wines that can be enjoyed without burden. The Eum! wine series features a variety of lineups such as Malbec, Ros?, and Pinotage at an affordable price around 10,000 KRW, achieving cumulative sales of 3 million bottles by March this year since its launch.
FRAME embodies the ambition to set the standard for cost-effective liquor. At the same time, the bottle design is crafted as an artwork that can be displayed like a frame. The label design involved young artists An Wooju and Choi Heejeong, sponsored by the Seoul Foundation for Arts and Culture.
The first products will be released in three types: FRAME American Whiskey 1ℓ (19,900 KRW), FRAME American Vodka 1ℓ (15,900 KRW), and FRAME American Whiskey 200㎖ (7,900 KRW) (ALC. 40%). The base spirits are directly sourced from Potter whiskey and vodka produced by Fairfield Frank-Lynn Distillery in California, USA, which has long been loved as daily drinks. The smooth grain and caramel flavors with a sweet finish create a harmonious taste that even whiskey beginners can enjoy without difficulty.
They pair well with various mixers such as sparkling water and tonic. Especially, considering that about 30㎖ of the base spirit is used per glass of highball or cocktail, the 1ℓ American whiskey and vodka can make approximately 33 drinks.
To celebrate the launch of FRAME, CU is holding a promotion offering a 3,000 KRW discount on the 1ℓ whiskey and vodka. With the discount applied, the whiskey can be purchased at an ultra-low price of 1,690 KRW per 100㎖.
Juhyeondon, MD of the Liquor Team at BGF Retail, said, “We aim to strengthen competitiveness in the convenience store liquor market by having CU’s own private brand. We plan to expand the lineup to include various liquors such as liqueur, rum, and gin in line with future trends to provide customers with a wider range of choices.”
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