'Hangover Legend' Returns After 11 Years... Lee Sunmin Hyung's 'Captain Q' Sells Out

Relaunched with rum and double aging
Promotional videos garner 7 million views
Limited-edition packages sell out in advance reservations
Past hangover stories also make waves online

The nostalgic liquor Captain Q, once famous for the joke that “you’d wake up the day after next if you drank it,” is back. As a retro trend for familiar flavors and old-fashioned nostalgia continues in the food industry, consumers’ recollections of the product and its retro-style advertising are drawing attention.

According to industry sources on October 23, Lotte Chilsung Beverage has re-released Captain Q this month, after discontinuing it in 2015. First introduced in 1980, Captain Q was popular among consumers looking to try spirits, selling for around 3,000 won per 700 mL bottle at the time. It was also a familiar sight at university students’ group trips and outdoor events.

YouTube channel 'Lotte Chilsung Beverage'

The new product differs from the original in how it is made. The company says that while the original was a liquor made with neutral spirits flavored with rum, the re-released product uses 99% Caribbean rum distillate. It is also first aged in bourbon casks and then aged a second time in Pedro Ximénez (PX) sherry casks. In other words, the contents have been revamped while retaining the nostalgic name.

The ad featuring comedian Lee Sun-min recreated the atmosphere of Captain Q commercials from the 1980s. As of the 18th, the “Teaser,” “Pre-Launch,” and “Launch” videos released on YouTube had garnered a combined 7 million views. Comments included reactions such as, “I thought it was a real old commercial.” YouTube channel “Lotte Chilsung Beverage”

The promotion also draws on nostalgia. The ad featuring comedian Lee Sunmin recreated the feel of Captain Q commercials from the 1980s. The “Teaser,” “Pre-launch,” and “Launch” videos released on YouTube had recorded a cumulative 7 million views as of October 18. Comments included reactions such as, “I really thought it was an old commercial.”

The limited-edition package added the fun of collecting and a lucky draw. A total of 12,000 sets of “Captain Q’s Treasure Chest,” each containing two bottles of Captain Q, a dedicated glass, and a commemorative coin, were produced. Of these, 1,980 sets—representing the year the product was first launched—contained a pure silver commemorative coin weighing 1.5 don. All of the package sets offered for pre-order sold out. The fact that buyers could not tell which packages contained a pure silver coin appears to have fueled interest in purchasing them.

On the 18th, Lotte Chilsung Beverage relaunched Captain Q, which had been discontinued in 2015, this month. YouTube channel "Lotte Chilsung Beverage"

Posts also appeared on secondhand marketplaces offering to buy just the pure silver coin for 50,000 won. The price was set at 9,900 won per 360 mL bottle. The strategy can be seen as an effort to maintain the brand’s image as an accessible way to enjoy the feel of drinking spirits while lowering the barrier to entry for consumers trying rum for the first time.

Captain Q’s initial success can be attributed to the combination of its story, experiential elements, and changes to the product. Stories of hangovers from the past and the ads draw attention, while the limited-edition packages containing pure silver coins provide an additional incentive to buy. After capturing attention with retro-style advertising, the question now is whether the revamped product can sustain consumer interest.

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