Lotte Chilsung, the Leading Brand of Zero Sugar Soju 'Saero'

Cumulative Sales Surpass 50 Million Bottles
Authentic Apricot Juice 'Saero Salgu' Released

Lotte Chilsung Beverage introduced ‘Saero’ in mid-September 2022, a ‘zero sugar’ soju that does not use fructose, unlike existing soju products, characterized by a refreshing and smooth taste. Additionally, distilled soju was added to preserve the unique flavor of soju, and nutritional labeling for alcoholic beverages was proactively applied.

Saero incorporates the curves of Korean ceramics and vertical grooves resembling water droplets flowing downward, blending Korean and modern sensibilities, while the use of a transparent bottle highlights a luxurious and trendy image.

Saero has received reviews such as “smooth throat feel and less distinctive alcohol aroma, making it easy to drink,” gaining consumer word-of-mouth. Within about four months after its launch, cumulative sales surpassed 50 million bottles, and within about seven months, cumulative sales exceeded 100 million bottles.

Saero’s upward trend continued last year, surpassing annual sales of 100 billion KRW and rising to the ranks of mega brands. From mid-April this year, the product lineup expanded with the new ‘Saero Apricot,’ which contains real apricot juice. As a result, as of the end of July, just before its second anniversary, cumulative sales exceeded 400 million bottles, firmly establishing it as the representative brand of zero sugar soju.

A Lotte Chilsung Beverage official stated, “Saero, which has established itself as a new trend in the domestic soju market, plans to actively carry out marketing activities to become the leading soju brand representing South Korea beyond zero sugar soju.”