Lotte Chilsung to Lower Cheoeumcheoreom's Alcohol Content from 16.5% to 16%

Cheoeumcheoreom, which marked the beginning of 20% soju in the Korean liquor market, will lower its alcohol content to 16%.

Lotte Chilsung Beverage announced on July 10 that it has decided to lower the alcohol content of Cheoeumcheoreom from 16.5% to 16%, a reduction of 0.5 percentage points, in response to the trend toward lower-alcohol beverages in the liquor market. This is the first change in about four years.

Lotte Chilsung Beverage decided to lower the alcohol content of Cheoeumcheoreom to meet the growing consumer interest in low-alcohol drinks. In addition, to further enhance the brand's signature smoothness, which has been a key strength since its launch, the company uses 100% bedrock water, adds distilled rice liquor, and uses allulose, a natural sweetener, to reduce bitterness and increase smoothness. The label design, which was changed last year, and the shipping price will remain unchanged.

A representative from Lotte Chilsung Beverage said, "Since its launch in February 2006, Cheoeumcheoreom has established itself as the epitome of smooth soju. We decided to lower the alcohol content to further strengthen this smoothness and to keep up with the trend toward low-alcohol beverages," adding, "We will continue to actively pursue various marketing activities to emphasize the smoothness of Cheoeumcheoreom."