Korea's Longest-Running Wine Brand Unveils a New Look

Lotte Chilsung Beverage Renews "Majuang" BI
Starting with White "Majuang Mosel"
Sequential Update as Inventory Runs Out

Lotte Chilsung Beverage announced on May 23 that it will be renewing the Brand Identity (BI) of its wine brand "Majuang."

Lotte Chilsung Beverage explained that the BI renewal was planned to visually represent the heritage of "Majuang," Korea's longest-running wine brand with over 50 years of history, as well as the idea of "Majuang always being present in moments when people enjoy wine." The company also considered the potential for long-term and wide-ranging brand expansion in its BI renewal strategy.

Majuang Mosel. Lotte Chilsung Beverage

The new BI for Majuang features a brand symbol at the top that symmetrically arranges the "M" of Majuang and the "W" of wine, intuitively expressing the meaning of "facing and connecting" embodied by the brand. The logo uses a typeface with gentle curves and an extended brand symbol, emphasizing Majuang's smooth, classic atmosphere and originality. The label has also been redesigned with an expanded diagonal symbol, enhancing both differentiation and visibility.

The renewed BI will be applied starting this month with "Majuang Mosel," and the rest of the Majuang lineup, including Majuang Cabernet Sauvignon and Majuang Chardonnay, will be updated sequentially as existing inventory is sold out. "Majuang Mosel," the first to feature the new BI, is a signature white wine of the brand that has been loved since its launch in 1987. Over the past three years, it has shown double-digit annual growth, bolstered by its reputation as a "cost-effective Riesling wine" following the COVID-19 pandemic.

A Lotte Chilsung Beverage representative stated, "In a recent comparative tasting of Riesling wines conducted among wine enthusiasts, Majuang Mosel was praised as 'an outstanding value-for-money Riesling wine.' We plan to actively promote the unique strengths of Majuang Mosel as a 'high-quality German Riesling wine that can be enjoyed at a reasonable price' through ongoing marketing efforts."