The representative of Zero Sugar soju

Jun 24, 2025

Lotte Chilsung Beverage, which debuted in September 22, features a fresh and soft taste with 'Zero Sugar'soju without fructose. 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, and has surpassed 100 million bottles of cumulative sales in seven months after its launch. The rise of 'Saero' has become one of Korea's leading soju brands, exceeding 500 million bottles in cumulative sales in October 2024, more than two years after its launch, and expanded its product lineup by introducing 'Saero Apricot' adding real apricot juice last spring and 'Saero Darae' adding sweet and sour taste by adding blueberry juice 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 launch, Gumiho was reborn as an episode-oriented 'Shoju New Birth Story' and continued marketing and advertising campaigns with various stories, continuing to present various creations with unique worldviews 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. 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 Cook's Business Genius Chef Cho Seo-hyung'.

In addition, the brand experience center was renewed at Lotte Chilsung Beverage's Gangneung plant in April 23, promoting the birth story of the brand and the history of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the brand of the product of the brand of the brand of the brand of the product of the brand of the brand of the brand of the brand




The representative of Zero Sugar soju
Zero Sugar Soju 'New'3 types





This article was translated by Naver AI translator.