Confident Nutritional Labeling... Falling for Zero-Sugar 'Saero'

Lotte Chilsung Beverage Soju 'Saero'
Preserving Authentic Flavor with Added Distilled Soju
Pioneering Nutritional Labeling for Alcoholic Beverages

Lotte Chilsung Beverage's zero-sugar soju, 'Saero,' preserves the authentic taste of soju by adding distilled soju and is a product that proactively applied nutritional labeling to alcoholic beverages.

Saero incorporates the curved beauty of Korean ceramics, which embody the elegance and beauty of Korea, along with vertical grooves reminiscent of water droplets flowing downward, blending Korean and modern sensibilities. At the same time, the use of a transparent bottle highlights a premium and trendy image.

Saero has established itself as one of Korea's representative soju brands, earning word-of-mouth praise from consumers for its "smooth finish and less pronounced alcohol aroma, making it easy to drink." In October last year, just over two years after its launch, cumulative sales surpassed 500 million bottles. The product lineup has also expanded with the introduction of 'Saero Salgu,' featuring real apricot juice in the spring of last year, and 'Saero Darae,' with sweet and tangy kiwi fruit juice, in the spring of this year.

Saero selected 'Saerogumi' (Saero + Gumiho), inspired by the gumiho?a captivating figure that appears in various forms in Korean folktales, as well as recent movies and dramas?as its brand ambassador character from the time of its launch, placing it prominently on the product to create a distinctive image compared to existing soju brands.

Since the gumiho was reborn as Saerogumi alongside Saero at the time of launch, Saero has continued marketing and advertising campaigns featuring various storylines, beginning with the episode-based "Soju Saero Birth Story." The brand continues to present a unique worldview and a variety of creative works that incorporate Korean cultural elements.