[2020 Asia Consumer Awards] 'Cheoeum Cheoreom' Captivates Drinkers' Palates with 'Softness'

Leading the Low-Alcohol Soju Market
Enhancing Consumer Experience with 'Smooth Soju' Marketing

[Asia Economy Reporter Choi Saeng-hye] ‘Cheoeum Cheoreom’ has strongly shaken the soju market in a short period with its differentiated concept of ‘smooth soju.’ It continues to play a leading role in driving the low-alcohol soju trend.

At the time of its launch in 2006, when 21-degree products dominated the market, ‘20-degree Cheoeum Cheoreom’ established the image of smooth soju. In 2007, by lowering the alcohol content to 19.5 degrees, it led the ‘19.5-degree soju era,’ with even the top company joining in. In 2014, after seven years, it released ‘18-degree Cheoeum Cheoreom,’ breaking the 19-degree barrier, and in December of the same year, it renewed the product again to 17.5 degrees.

In April 2018, it was renewed to 17 degrees to meet customer demand, and in November last year, following the steadily increasing low-alcohol trend, the alcohol content was lowered once more to 16.9 degrees. Among nationwide soju brands, Cheoeum Cheoreom is the first to lower the alcohol content of its main product to the 16-degree range, further strengthening its image as a smooth soju in the market. In April 2018, it also lowered the alcohol content to 17 degrees to meet customers’ desire for smooth and mild soju.

In its marketing strategy, it consistently emphasizes smooth soju, striving to provide consumers with various experiences alongside Cheoeum Cheoreom. Under the concept of ‘soju that becomes smoother the more you shake it,’ it conducted the ‘Shake Campaign,’ effectively conveying the product’s characteristics and popularizing the drinking method called ‘Hwoeriju,’ which involves shaking the soju before drinking.

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