HiteJinro Introduces 'The Cleaner' Chamisul

[Asia Economy Reporter Choi Saehye] Chamisul is becoming even cleaner through a brand renewal.

HiteJinro announced on the 8th that it has renewed Chamisul Fresh and integrated some parts of the Chamisul brand, considering changing consumer trends.

The cleaner Chamisul Fresh improved the drinking experience through changes in the manufacturing process and alcohol content to emphasize its original clean and crisp taste. Based on continuous consumer research, through multifaceted tests and analyses, the alcohol content was lowered from the previous 17 degrees to 16.9 degrees, completing the quality demanded by the times. Accordingly, Chamisul Fresh and Chamisul 16.9, which were operated separately in some regions, have been integrated into Chamisul Fresh, allowing consumers nationwide to enjoy the same product.

The package design will also be partially changed. The existing Chamisul brand’s uniquely shaped label, which symbolizes dew, will apply the ‘Environmental Product Declaration (EPD)’ mark, the first certification in the liquor industry, aligning with the mandatory environmental policy.

The Environmental Product Declaration certification is a system that quantifies and evaluates the environmental impact of the entire process from raw material extraction, production, transportation and distribution, usage, to disposal. Implemented since 2001 under the government’s eco-friendly policy framework, it transparently discloses environmental information of products and encourages consumers to purchase environmentally considerate products, contributing to greenhouse gas reduction.

Chamisul Original and Jinro will maintain their alcohol content as is to continuously target consumers who desire the original taste of soju with differentiated characteristics in the market.

HiteJinro Marketing Director Oh Seongtaek said, "Globally, the trend toward lower alcohol content and mandatory environmental policies is strengthening. Chamisul has obtained environmental impact assessment certification for all production processes and, based on HiteJinro’s manufacturing know-how, completed a product that meets the demands of the times through optimal brewing technology." He added, "As the representative brand of Korea’s leading liquor company, we will not be complacent with the present but proactively respond to consumer demands, leading the development of the domestic market and the globalization of soju."

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