"The Return of a Masterpiece"... Busan's Leading Soju Brand C1 Unveils New Look After 13 Years

C1, the leading soju brand representing Busan, has returned with a new look after 13 years.

On July 18, Daesun Distilling announced that it had completely revamped C1 soju’s alcohol content, ingredients, and design to reflect changing alcohol consumption trends. This renewal was made in response to shifting consumer preferences, and the alcohol content has been lowered from the previous 19% to 18%.

Daesun Distilling explained that, amid the growing preference for lower-alcohol beverages, they aimed to make C1 a reasonable and approachable choice.

The ingredients have also been improved to create a smoother finish. Five types of amino acids have been newly added to C1, and xylitol has been used instead of the previous fructose, maintaining the brand’s signature refreshing taste while reducing the calorie content by about 20 kcal.

The product design reinterprets the packaging from the 1990s?when C1 held over 90% market share?in a modern way, aiming to evoke nostalgia for middle-aged and older consumers while offering freshness to younger generations under the slogan “The Return of a Masterpiece.” The bottle cap and label also feature a classic sensibility.

Phrases such as “Delicious and refreshing without burden” and “A lighter glass, a refreshing memory” are used to highlight the product’s smoothness and refreshing qualities.

To celebrate the renewal, Daesun Distilling is conducting a variety of digital marketing activities, including SNS events, short-form videos, and product tester reviews. The company stated, “We wanted to offer a new alternative to consumers who felt that high-alcohol soju was too heavy and low-alcohol soju was unsatisfying,” adding, “We have blended nostalgia with a modern sensibility so that people will choose C1 again.”