Softened soju, like the first time
Jul 30, 2025
In line with the low-level trend of the liquor market, the alcohol content was lowered by 0.5 degrees from 16.5 degrees to 16 degrees.
This is the first change in more than four years following the alcohol reduction in 2021, which lowered the alcohol content from 16.9 degrees to 16.5 degrees, and through this renewal, rice distillers were added to 100% bedrock water to add soft throat in addition to changing alcohol content, and allulose, a natural sweetener, was added to reduce bitter taste and increase softness.
Earlier in January 2024, we carried out a package renewal that intuitively changed the existing label. The product name was intuitively emphasized by increasing the size of the 'Like the First' logo and placing it in the center of the label, and the bottom of the logo symbolically expresses the clean nature of the water 源 through a cube-shaped watercolor design.
100% rock water is one of the key factors leading to the softness of 'Like the First', and Lotte Chilsung Beverage is conducting various rock water experience marketing to emphasize the discriminatory softness of 'Like the First'.
First of all, the Brand Experience Center', which is operated at the Gangneung plant that produces soju products of Lotte Chilsung Beverage, has been a representative experience course for Gangneung travel, receiving continuous attention from tourists visiting Gangneung since its opening in April 23. In particular, the 10th-floor lounge, which consists of a space where you can experience the brand directly through 'Media Art', is designed to experience surreal space movement to find 100% bedrock water at the foot of Daegwallyeong, the symbol of 'Like the First' through a three-sided screen, and sensibly captures the process of meeting Daegwallyeong and nature to create clean bedrock water with a large 3D stereoscopic anamorphic image.
In addition, in the 'Gangneung Danoje' held in May this year, the exterior was decorated using the box image of 'Like the First' as a motif, and the interior was operated as a pop-up experience center that appeared to have moved 'Like the First Brand Experience Center'. The unique interior production and experience program that feels like coming to an underground rock, and the 'Make My First' event, which designs and creates labels themselves, received great response from visitors to Danoje.
Meanwhile, the Brand Experience Center', which debuted in 2023, has steadily increased its number of visitors, focusing on experience contents such as rock water-related experience programs and making your own cups. More than 10,000 people are expected to visit in the second half of this year, and the Brand Experience Center' has become a major tourism content representing Gangneung beyond just experiencing the soju brand.
This is the first change in more than four years following the alcohol reduction in 2021, which lowered the alcohol content from 16.9 degrees to 16.5 degrees, and through this renewal, rice distillers were added to 100% bedrock water to add soft throat in addition to changing alcohol content, and allulose, a natural sweetener, was added to reduce bitter taste and increase softness.
Earlier in January 2024, we carried out a package renewal that intuitively changed the existing label. The product name was intuitively emphasized by increasing the size of the 'Like the First' logo and placing it in the center of the label, and the bottom of the logo symbolically expresses the clean nature of the water 源 through a cube-shaped watercolor design.
100% rock water is one of the key factors leading to the softness of 'Like the First', and Lotte Chilsung Beverage is conducting various rock water experience marketing to emphasize the discriminatory softness of 'Like the First'.
First of all, the Brand Experience Center', which is operated at the Gangneung plant that produces soju products of Lotte Chilsung Beverage, has been a representative experience course for Gangneung travel, receiving continuous attention from tourists visiting Gangneung since its opening in April 23. In particular, the 10th-floor lounge, which consists of a space where you can experience the brand directly through 'Media Art', is designed to experience surreal space movement to find 100% bedrock water at the foot of Daegwallyeong, the symbol of 'Like the First' through a three-sided screen, and sensibly captures the process of meeting Daegwallyeong and nature to create clean bedrock water with a large 3D stereoscopic anamorphic image.
In addition, in the 'Gangneung Danoje' held in May this year, the exterior was decorated using the box image of 'Like the First' as a motif, and the interior was operated as a pop-up experience center that appeared to have moved 'Like the First Brand Experience Center'. The unique interior production and experience program that feels like coming to an underground rock, and the 'Make My First' event, which designs and creates labels themselves, received great response from visitors to Danoje.
Meanwhile, the Brand Experience Center', which debuted in 2023, has steadily increased its number of visitors, focusing on experience contents such as rock water-related experience programs and making your own cups. More than 10,000 people are expected to visit in the second half of this year, and the Brand Experience Center' has become a major tourism content representing Gangneung beyond just experiencing the soju brand.
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This article was translated by Naver AI translator.
