Silver Medal Beer at Global Liquor Competition... Lotte Chilsung's 'Crush' Creates a Buzz

Lotte Chilsung Beverage Introduces 4th Generation Beer Crush
Shoulderless Bottle for Visual Refreshment
Official FC Seoul Sponsorship...Strengthening Marketing

Lotte Chilsung Beverage has introduced the 4th generation beer 'KRUSH,' which distinguishes itself from traditional beers. KRUSH is a word combining the English word 'Crush,' meaning 'to fall for' or 'to smash,' with the letter 'K' from Lotte Chilsung Beverage's beer brand 'Kloud,' symbolizing 'breaking old customs and captivating with novelty.'

KRUSH has adopted a shoulder-less bottle that offers a refreshing carbonation sensation not seen in existing domestic beers. The packaging features a design inspired by icebergs on the exterior and uses a transparent bottle to maximize visual freshness.

Additionally, to differentiate itself from conventional beers, KRUSH uses separately extracted European hops and the hop bursting technique to enhance the beer's coolness and refreshment. This effort by KRUSH was recognized at the globally prestigious liquor competition 'Monde Selection 2024,' where it won a silver award competing against beers from around the world.

Meanwhile, to emphasize 'a completely different new generation of beer' and 'a beer that suits me,' KRUSH selected Karina from aespa, who heralded the dawn of the 4th generation idol era, as its model and is conducting various advertising campaigns including TV and YouTube commercials.

Furthermore, to mark the opening of the 2024 season, KRUSH signed an official sponsorship agreement with FC Seoul, one of the popular K League teams based in Seoul, and is actively promoting KRUSH through various events and promotions centered around FC Seoul's home games.