Reborn as "16% Smooth Soju"... "My Own Cheoeum-Cheoreom" Experience Center in Gangneung

Cheoeum-Cheoreom Lowers Alcohol Content to 16%
Enhancing Smoothness with 100% Bedrock Water and Experiential Marketing

Since its launch in 2006, Lotte Chilsung Beverage's Cheoeum-Cheoreom, which has become synonymous with "smooth soju," lowered its alcohol content from 16.9% to 16.5% in 2021, and now, after four years, has reduced it further to 16%.

Through this renewal, Lotte Chilsung Beverage not only changed the alcohol content of Cheoeum-Cheoreom but also enhanced its smooth finish by adding rice distilled spirits to 100% bedrock water and including allulose, a natural sweetener, to reduce bitterness and increase smoothness.

Lotte Chilsung Beverage is delivering its brand message through experiential marketing. A prime example is the "Cheoeum-Cheoreom Brand Experience Center," which opened in Gangneung in April last year. This experience center, which uses media art to showcase the soju-making process, ingredients, and the significance of bedrock water, has become a new tourist attraction in Gangneung. On the 10th-floor lounge, a large three-sided screen and 3D anamorphic videos express the purity of Daegwallyeong bedrock water, while programs such as "Make Your Own Cheoeum-Cheoreom" have gained particular popularity among young consumers. Since its opening, the cumulative number of visitors has exceeded 32,000, and more than 10,000 additional visitors are expected in the second half of the year.

In addition, at the "Gangneung Danoje Festival" held last May, a pop-up experience center was operated, decorated with an exterior inspired by the Cheoeum-Cheoreom box image and an interior designed to resemble the Cheoeum-Cheoreom Brand Experience Center.

A representative from Lotte Chilsung Beverage stated, "Since its launch in February 2006, Cheoeum-Cheoreom has established itself as the symbol of smooth soju. To further strengthen its smoothness and align with the trend toward lower-alcohol beverages, we decided to reduce the alcohol content." The representative added, "We will continue to actively carry out various marketing activities to emphasize the core value of Cheoeum-Cheoreom, which is made with 100% bedrock water for even greater smoothness."