"Removing Sugar Led to 700 Million Bottles Sold"... The Zero Sugar Craze

[2026 Asia Consumer Awards]
Grand Prize Winner: Lotte Chilsung Beverage

Launched by Lotte Chilsung Beverage in mid-September 2022, 'Saero' is a 'Zero Sugar' soju that does not use fructose, distinguishing itself from existing soju products with its refreshing and smooth taste.

Praised for its smooth finish and milder alcohol aroma, making it easy to drink, 'Saero' quickly gained popularity through word of mouth. Within just four months of its launch, cumulative sales surpassed 50 million bottles, and after about seven months, total sales exceeded 100 million bottles. By the end of July last year, just ahead of its third anniversary, cumulative sales reached 700 million bottles.

To celebrate the first anniversary of 'Saero,' Lotte Chilsung Beverage launched active marketing campaigns, including operating pop-up stores where consumers could experience the brand's unique story. Starting in Seongsu-dong in September 2023, the pop-up stores traveled to Daejeon, Busan, and Daegu.

From the end of March to the end of August last year, the company operated the 'Saerodowon' pop-up store in Apgujeong, Seoul, under the concept of 'eliminating sugar, worries, and concerns to zero in the paradise created by Saerogumi.' Over the five-month period, more than 40,000 visitors experienced the pop-up, reflecting significant consumer interest.

In particular, the exclusive 'Saerodowon' menu, created in collaboration with the renowned chef 'Jang Sacheonjae Joseohyung' of Heukbaekyori, achieved an impressive rating of 4.9 out of 5 (with around 2,000 reviews) on the dining reservation app Catch Table.

This content was produced with the assistance of AI translation services.