Launched in mid-September 2022 by Lotte Chilsung Beverage, 'Saero' is a 'zero sugar' soju that, unlike existing soju products, does not use fructose and is characterized by its refreshing and smooth taste. In addition, distilled soju has been added to preserve the authentic flavor of soju, and the company was proactive in applying nutritional labeling to alcoholic beverages.
Saero features the elegant curves of traditional Korean ceramics and vertical grooves reminiscent of water droplets flowing downward, capturing both Korean and modern sensibilities. The use of a transparent bottle further emphasizes a premium and trendy image.
Saero has been well received by consumers for its "smooth finish and less pronounced alcohol aroma, making it easy to drink." Thanks to word-of-mouth, cumulative sales surpassed 50 million bottles just four months after its launch, and exceeded 100 million bottles in about seven months. This upward trend continued, and by October last year, about two years after its launch, cumulative sales had reached 500 million bottles, establishing Saero as one of Korea's representative soju brands.
Furthermore, last year the company expanded its product lineup by introducing 'Saero Salgu', which contains real apricot juice, and this spring, 'Saero Darae', which features a sweet and tangy flavor with added kiwi fruit juice.
A Lotte Chilsung Beverage representative stated, "As 'Saero' has become a new trend in the domestic soju market, we plan to carry out active marketing activities so that it can become not only a leading zero sugar soju, but also Korea's representative soju brand."
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