4.5 Million Bottles Sold Over 10 Years
Three Varieties: Cabernet Sauvignon, Merlot, and Chardonnay
Lotte Chilsung Beverage announced on the 26th that it will renew the three-item package lineup of its Chilean daily wine brand “L Wine” for the first time in 10 years since launch. The strategy is to strengthen the brand story and add a younger sensibility to increase consumer attention.
L Wine was launched at the end of 2015 exclusively for Lotte Group’s distribution affiliates. It consists of three varieties: Cabernet Sauvignon, Merlot, and Chardonnay. By emphasizing its reasonable price range and approachable style, it has expanded demand mainly among wine beginners and casual consumers. Over roughly 10 years since launch, cumulative sales have exceeded about 4.5 million bottles.
Lotte Chilsung Beverage has improved the logo design to communicate the brand story, “Legend of Chile,” more intuitively. It enlarged and boldened the “L” that symbolizes the brand and applied modern typography, thereby enhancing legibility and distinctiveness.
“L Cabernet Sauvignon” is a red wine made from 100% Cabernet Sauvignon grapes grown in Chile’s Central Valley. It is characterized by soft tannins and dark berry aromas, and pairs well with meat dishes such as steak and cheese. “L Merlot” offers ripe plum notes, rich tannins, and well-balanced acidity, making it a good match with pasta and poultry dishes. The white wine “L Chardonnay” combines tropical fruit, peach, and citrus-like flavors. With its crisp acidity, it pairs well with seafood dishes such as shellfish and fish.
Santa Rita, which produces L Wine, is a traditional Chilean winery established in 1880. It exports wine to more than 80 countries around the world, and in 2025 it was recognized for its quality by being named one of Forbes’ “World’s Best Vineyards.”
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