GS25, 800,000 Bottles Sold Out of Seonyang Oak Soju, the 'Second Element Soju'

Oak Soju Supply Doubled, Expected to Become Top Soju in Sales
Asia's First Launch of "Guinness Nitro Surge"

GS25 announced on the 24th that it has sold 800,000 bottles of 'Seonyang Oak Soju,' which became a sold-out item and gained popularity since its launch last month.

Seonyang Oak Soju is the only diluted soju in Korea blended with oak-aged rice distilled soju concentrate (11%). It emphasizes a deep flavor by adding oak concentrate to traditional soju and adopts a differentiated strategy by lowering the alcohol content from 16% to 14.9% to align with the low-alcohol trend, which has received great response from consumers.

The model is examining 'Seonyang Oak Soju.' Provided by GS25.

Since its release, this soju quickly gained word-of-mouth both offline and on social networking services (SNS), ranking first in popular search terms on the ‘Uri Dongnae GS’ application within just three days. Sold-out incidents occurred repeatedly at stores. As of March, it ranks third in total liquor sales (1st is Cass 500ml, 2nd is Chamisul 640 PET). This is the first case since the 2022 phenomenon of Won Soju, which surpassed Cass and Chamisul to achieve first place, to enter the top three.

To meet the increasing customer demand, GS25 and Seonyang Soju will approximately double the supply starting this week. Considering the supply expansion and continuous sales trends, GS25 expects that Seonyang Oak Soju will soon challenge the sales of Chamisul PET, the undisputed number one soju. Thanks to the popularity of Seonyang Oak Soju, soju sales in March (based on March 1?21) grew by an impressive 18.4% compared to the same period last year.

GS25 will sell the differentiated product 'Guinness Nitro Surge Starter Pack' starting from the 24th. Provided by GS25.

Additionally, GS25 will introduce the ‘Guinness Nitro Surge’ for the first time in Asia. Following Seonyang Oak Soju, GS25 aims to further enhance its liquor competitiveness with Guinness Nitro Surge.

Guinness Nitro Surge is a foaming device launched by Guinness. It uses ultrasonic technology to provide a draft beer experience anytime and anywhere, as if drinking in a pub. GS25 expects it to receive great response from beer enthusiasts and early adopters.

Along with the Guinness Nitro Surge device, a dedicated beer (558ml) will also be released. This product is most suitable for use with the device, allowing consumers to fully enjoy the smooth flavor of dark beer. The volume is implemented in the ‘pint’ size, commonly consumed in its origin countries, Ireland and the UK. GS25 will offer the ‘Guinness Nitro Surge Starter Pack,’ which includes one device, four cans of dedicated beer, and one pint glass. The dedicated beer will be released on the 27th. Guinness Nitro Surge currently ranks first in popular search terms on the ‘Uri Dongnae GS’ app.

Lee Harim, MD of the Liquor Team at GS Retail, said, “Seonyang Oak Soju, introduced to meet the consumer pattern of seeking new experiences and the low-alcohol trend in the liquor market, is becoming a mega-hit product. We have high expectations that Guinness Nitro Surge beer will also satisfy customers, and we will continue to lead a new liquor culture by offering various liquors with differentiated points unlike before.”