Cheoeum-Cheoreom Lowers Alcohol Content by 0.3%... 15.7% Smooth Soju Becomes the Trend

Lotte Chilsung Beverage Lowers ABV from 16% to 15.7% for 20th Anniversary
Now Matches Saero, Jinro Is Back, and Chamisul Fresh

Lotte Chilsung Beverage announced on September 1 that, to mark the 20th anniversary of its flagship soju brand "Cheoeum-Cheoreom" (The Beginning), it will lower the alcohol content from the previous 16% ABV to 15.7% ABV, a reduction of 0.3 degrees.

The Evolution of Cheoeumcheoreom Design. Provided by Lotte Chilsung Beverage

The company explained that this adjustment in alcohol content is intended both to further emphasize the core characteristic of Cheoeum-Cheoreom—its "smoothness"—and to reflect evolving consumer trends in the liquor market, as the focus shifts from drinking to get drunk to drinking for enjoyment.

Lotte Chilsung Beverage will also adjust the levels of certain sweeteners to maintain the flavor profile after the alcohol content change. Additionally, in support of government policies to foster a healthy drinking culture, the company will move warning labels onto the main brand label to increase visibility.

The newly adjusted Cheoeum-Cheoreom will be rolled out through all channels, including restaurants, bars, discount stores, and convenience stores, sequentially as existing inventory is depleted—potentially as early as mid-September.

Launched in 2006, Cheoeum-Cheoreom pioneered the concept of a "smooth soju" by introducing a 20% ABV alternative to a market then dominated by 21% ABV soju. The brand also distinguished itself through its unique, emotionally resonant name and events featuring the "Cheoeumdori" mascot. Thanks to these efforts, the product achieved sales of 10 million bottles just 17 days after launch, 100 million bottles within six months, and surpassed 1 billion bottles in around four years. As of the first half of this year, it has reached a cumulative sales total of 10 billion bottles.

A Lotte Chilsung Beverage representative explained, "Cheoeum-Cheoreom was the first to introduce a 20% ABV soju to the Korean market, signaling the start of 'smooth soju.' Now, in its 20th year, we are enhancing its essential competitiveness—its smoothness—by lowering the alcohol content." The representative added, "In the second half of the year—which is considered peak soju season—we will build on the momentum of our 20th anniversary ad campaign and street events featuring Cheoeumdori carried out earlier in the year, and will step up our marketing activity to actively promote the even smoother Cheoeum-Cheoreom."

Meanwhile, the 15.7% ABV standard is becoming dominant in the soju market. Earlier this year, "Saero"—another Lotte Chilsung Beverage brand—also lowered its alcohol content by 0.3 percentage points from 16% to 15.7% after about three years since its launch. HiteJinro likewise reduced the alcohol content of both "Jinro Is Back" and "Chamisul Fresh" by 0.3 percentage points, bringing them to 15.7% ABV.

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