HiteJinro Launches Limited Edition 'Haek Aisheo Aiseul'

The Third Aisher Lineup
Positive Early Response, Pre-orders Surge

HiteJinro announced on the 18th that it will launch a limited edition 'Haek Aisher Aiseul'. This new product, created in collaboration with Orion's 'Haek Aisher', will be sold nationwide through entertainment channels, large supermarkets, and convenience stores.

The launch of Haek Aisher Aiseul was revealed through digital content on April 1st, April Fools' Day. The content was shared mainly on social networking services (SNS) among existing Aisher Aiseul enthusiasts as well as consumers eager to experience an extreme sour taste, attracting significant attention. The company explained, "Since it was April Fools' content, we received various reactions ranging from comments asking whether the product would actually be released to comments tagging friends they wanted to enjoy Haek Aisher Aiseul with," adding, "Pre-orders surged even before the official launch."

Haek Aisher Aiseul has an even stronger sour taste compared to the existing Aisher Aiseul. It is zero sugar with 12% alcohol content, making it light and easy to enjoy without burden.

The packaging of this product cleverly reflects its characteristics. For the first time, the Jinro brand’s iconic toad is depicted winking. This represents one eye closing due to the strong sourness, and the lively toad is combined with a color scheme of yellow, black, and red to appeal to younger consumers. Additionally, a cautionary warning for customers sensitive to intense sour flavors is included to stimulate the desire to take on the challenge.

Various online and offline promotions will also be held. Events giving away Haek Aisher chewing candy are planned, focusing on university districts such as Hongdae and Konkuk University areas.

Oh Seong-taek, Executive Director of Marketing at HiteJinro, stated, "Following the success of 'Aisher Aiseul,' the first fruit soju launched in 2020, we will create a new wave in the fruit soju market with 'Haek Aisher Aiseul.' We will continue to lead liquor trends by introducing innovative products that reflect consumer needs."