[I Tried It] The legendary liquor that leaves you waking up two days later... 'Captain Q' is back

Lotte Chilsung Beverage Relaunches Captain Q After 11 Years

Sheds Its "Low-Cost Hard Liquor" Image With Improved Taste and Aroma

Made With 99% Rum and Further Aged to Enhance Flavor

Amber-colored liquid, a stout glass bottle that fits snugly in one hand, a dark green label, and a captain logo with one eye covered...

Captain Q, the nostalgic liquor brand, is back with a full dose of retro appeal. It retains all the distinctive features etched into the memories of not only liquor enthusiasts but also middle-aged consumers who spent their school years in the 1980s and 1990s.

Captain Q

I tried the relaunched Captain Q, which returned to stores on October 14. As I opened the cap, I expected the heavy, harsh aroma of a strong spirit to rush out, but instead, a subtle, sweet scent spread through the air. I first tasted it neat, without diluting the liquor. A spicy heat rose through my throat and nose as I swallowed, followed by vanilla notes that filled my mouth and a faint floral aroma on the finish. Unlike the memory of a sharp sting at the back of my head after taking a sip, this version offered a smooth and varied flavor. Served on the rocks, the alcohol aroma mellows, bringing out the sweet scent of the spirit and its smooth taste.

The product feels considerably more refined than Captain Q as liquor enthusiasts remember it as a low-cost spirit. Its ingredients and production process have also been improved. Unlike the previous version, which achieved its liquor flavor with neutral spirits, syrup, rum flavoring and caramel coloring, the new product uses 99% authentic Caribbean rum. It is first aged in bourbon casks and then further aged in Spanish Pedro Ximenez casks, enhancing its rich flavor and sweet, smooth taste.

Staged image of Captain Q. Courtesy of Lotte Chilsung Beverage.

Captain Q is a rum-based liquor brand launched in January 1980 by Lotte Brewery, now Lotte Chilsung Beverage. Rum is a distilled spirit made from sugarcane. It is generally regarded as a less expensive alternative to whiskey, which is made from grain. When Captain Q first launched, it was priced at around 3,000 won for a 700 ml bottle with an alcohol content of 40%, making it affordable enough to sell 10 million bottles in just one year. In 1985, alongside the existing 360 ml and 700 ml bottles, a convenient 180 ml bottle was introduced. It became a favorite among college students on group trips and picnics, as well as anglers and hikers, many of whom had limited budgets.

Its image as a "low-cost hard liquor" gave rise to countless stories about hangovers. A popular joke went, "If you get drunk on Captain Q, you won't have a hangover the next day. You wake up the day after that." On YouTube and online communities, all kinds of stories about Captain Q have been shared by consumers who have tried it and younger people who have only heard the rumors, often calling it a "legendary liquor."

A vintage Captain Q advertisement. Courtesy of Lotte Chilsung Beverage.

Taking into account not only these reactions but also the spread of Newtro consumer culture, in which people enjoy vintage brands in new ways, and growing demand for value-for-money whiskey, Lotte Chilsung Beverage decided to relaunch Captain Q, which was discontinued in 2015, after 11 years. The company will first sell a limited run of 12,000 "Captain Q Treasure Chest" packages through convenience stores and large supermarkets. Each package contains two bottles, a dedicated stainless steel glass and a commemorative coin, with some packages including a solid silver coin. Individual bottles will go on sale later in October. The price is 9,900 won for a 360 ml bottle and 19,800 won for a package.

The manufacturer recommends pairing Captain Q with meat dishes, grilled foods and seafood. "It goes well with a variety of foods, from the rich flavor of meat to the delicate taste of seafood," the company said. Captain Q can also be mixed with Pepsi Zero Lime in a 1-to-3 ratio to make a refreshing "rum and Coke" cocktail.

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