HiteJinro Completely Revamps 'Maehwasu' After 5 Years... Alcohol Content Lowered to 9%

Reflecting the Latest Trends, Renewal of Liquor Base and Packaging
Actress Moon Ji-won Selected as New Brand Model

HiteJinro announced on May 22 that it will completely revamp its leading domestic maesilju (plum wine) brand, Maehwasu, to make it smoother and lighter. This is the first renewal in five years since 2020, and the company will introduce a new liquor base and package design.

This renewal reflects the trend toward lower-alcohol beverages in the liquor market and the preferences of the MZ generation, who favor lighter drinking experiences. To achieve this, the alcohol content has been reduced from 12% to 9%, and the liquor base has been improved, allowing consumers to enjoy the rich plum flavor and sweetness in a lighter way. In addition, the font on the front label has been changed, and the design and color of the plum blossom have been refreshed to create a brighter visual appeal. The company has also selected actress Moon Ji-won as the new model. The revamped Maehwasu will be available at restaurants, bars, supermarkets, and convenience stores nationwide starting in June.

To celebrate the launch of the renewed Maehwasu, HiteJinro plans to offer opportunities to experience the brand firsthand at university districts and major commercial areas in the Seoul metropolitan area. The company will also run a promotion featuring the "Maehwasu temperature-sensitive glass giveaway," where plum blossoms bloom in a special glass designed to highlight the product's characteristics.

Oh Sungtaek, Executive Director of Marketing at HiteJinro, said, "We have renewed Maehwasu to make it lighter and sweeter in response to changing trends in the liquor market," adding, "As Maehwasu has established itself as a popular drink among the MZ generation, we will continue to pursue young and differentiated marketing activities going forward."