Cheoeum Cheoreom, becoming even softer… Alcohol content lowered from 16% to 15.7%

Lotte Chilsung Beverage announced on the 1st that it will lower the alcohol content of its soju brand, Cheoeum Cheoreom, from 16% to 15.7%.

Lotte Chilsung Beverage lowered the alcohol content to emphasize softness in celebration of the 20th anniversary of Cheoeum Cheoreom's launch. It also reflected the recent consumer trend shifting from drinking to get drunk to drinking for enjoyment.

To maintain the taste while lowering only the alcohol content, Lotte Chilsung Beverage adjusted the amount of certain sweeteners. Additionally, to foster a healthy drinking culture, it plans to relocate the alcoholic beverage warning label to increase its visibility.

The renewed Cheoeum Cheoreom is expected to become available through all channels, including restaurants, bars, discount stores, and convenience stores, as early as mid-month.

A Lotte Chilsung Beverage official stated, "In celebration of the 20th anniversary of its launch, following a package renewal to strengthen brand heritage and the release of a product implementing the recipe from 20 years ago, we have adjusted the alcohol content to emphasize 'softness,' which is our essential competitiveness."

Meanwhile, Cheoeum Cheoreom has recorded cumulative sales of 10 billion bottles since its launch in 2006 through the first half of this year.