The representative of refreshing and soft Zero Sugar soju
Apr 25, 2025
Lotte Chilsung Beverage debuted in mid-September 22, and unlike existing soju products, 'Zero Sugar'Soju is characterized by a fresh and soft taste.
In addition, distilled soju was added to preserve the unique taste of soju, and nutritional labeling of liquor products was preemptively applied. 'Saero' highlights a luxurious and trendy image by applying a vertical groove that looks like water droplets flowing downward and melting Korean and modern sensibilities at the same time.
'Saero' was evaluated by consumers as having a soft throat and less alcohol-specific scent, so it is easy to drink. It has surpassed 50 million bottles of cumulative sales in four months since its launch on September 14, 2022, and has surpassed 100 million bottles of cumulative sales in seven months since its launch. The upward trend of 'Saero' continued, and in October 2024, more than two years after its launch, it became a representative brand of soju in Korea, exceeding 500 million bottles of cumulative sales. In the spring of last year, it expanded its product lineup by introducing 'Saero Apricot', which added real apricot juice, and 'Saero Darae', which added blueberry juice to enhance its sweet and sour taste this spring.
From the launch of the brand ambassador character named 「Saerogumi (Saerogumi + Gumiho)」, which appears as an attractive presence with various feelings in Korean traditional fairy tales, recent movies and dramas, and placed it on the front of the product to give it an image that is different from existing soju products. At the beginning of its release, Gumiho was reborn as a `Shoju New Birth Story' along with \'Saero', and 'Saero' continued marketing and advertising campaigns with various stories, continuing to present various creations containing 'Saero's unique worldview and Korean cultural elements.
In addition, in commemoration of the first anniversary of the launch of 「Saero」, the company has actively conducted marketing such as moving locations to Daejeon, Busan, and Daegu starting with Seongsu-dong in September 2023, and operating a pop-up store where consumers can experience various experiences centering on the original brand story of"Saeroong." From the end of March to the end of June this year, it will operate a pop-up store 'Saeroongdowon' with the concept of making sugar, anxiety, and worries zero at the Mureungdowon created by Saerogumi in Apgujeong, Seoul. In particular, this pop-up store is attracting a lot of attention from consumers by adding a dining experience presented in collaboration with the existing brand experience 'Black and White Chef'Business Genius Chef Cho Seo-hyung'.
In addition, distilled soju was added to preserve the unique taste of soju, and nutritional labeling of liquor products was preemptively applied. 'Saero' highlights a luxurious and trendy image by applying a vertical groove that looks like water droplets flowing downward and melting Korean and modern sensibilities at the same time.
'Saero' was evaluated by consumers as having a soft throat and less alcohol-specific scent, so it is easy to drink. It has surpassed 50 million bottles of cumulative sales in four months since its launch on September 14, 2022, and has surpassed 100 million bottles of cumulative sales in seven months since its launch. The upward trend of 'Saero' continued, and in October 2024, more than two years after its launch, it became a representative brand of soju in Korea, exceeding 500 million bottles of cumulative sales. In the spring of last year, it expanded its product lineup by introducing 'Saero Apricot', which added real apricot juice, and 'Saero Darae', which added blueberry juice to enhance its sweet and sour taste this spring.
From the launch of the brand ambassador character named 「Saerogumi (Saerogumi + Gumiho)」, which appears as an attractive presence with various feelings in Korean traditional fairy tales, recent movies and dramas, and placed it on the front of the product to give it an image that is different from existing soju products. At the beginning of its release, Gumiho was reborn as a `Shoju New Birth Story' along with \'Saero', and 'Saero' continued marketing and advertising campaigns with various stories, continuing to present various creations containing 'Saero's unique worldview and Korean cultural elements.
In addition, in commemoration of the first anniversary of the launch of 「Saero」, the company has actively conducted marketing such as moving locations to Daejeon, Busan, and Daegu starting with Seongsu-dong in September 2023, and operating a pop-up store where consumers can experience various experiences centering on the original brand story of"Saeroong." From the end of March to the end of June this year, it will operate a pop-up store 'Saeroongdowon' with the concept of making sugar, anxiety, and worries zero at the Mureungdowon created by Saerogumi in Apgujeong, Seoul. In particular, this pop-up store is attracting a lot of attention from consumers by adding a dining experience presented in collaboration with the existing brand experience 'Black and White Chef'Business Genius Chef Cho Seo-hyung'.
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This article was translated by Naver AI translator.
