'Cheoeumcheoreom' Softer Than Ever... Redesigned for a Smoother Throat Feel and New Look

Lowering Alcohol Content from 16.9% to 16.5%

[Asia Economy Reporter Lee Seon-ae] The symbol of smooth soju, ‘Cheoeum Cheoreom,’ is undergoing a complete renewal.

Lotte Chilsung Beverage announced on the 11th that it will lower the alcohol content of ‘Cheoeum Cheoreom’ from 16.9% to 16.5% in response to the ongoing trend of low-alcohol consumption, where people prefer to drink soju lightly. Through this, the original taste of soju will be preserved while making the throat feel smoother, further emphasizing ‘Cheoeum Cheoreom’s’ representative attribute of ‘smoothness.’

The label design will also be significantly changed.

It is designed with the motif of a stream flowing down a mountainside, and added freshness by emphasizing shading using shiny silver foil. However, the ‘Cheoeum Cheoreom’ font will remain unchanged to maintain the brand’s unique identity.

There are also plans to sequentially renew the existing ‘Cheoeum Cheoreom Soonhan’ and ‘Cheoeum Cheoreom Jinhan’ products.

A Lotte Chilsung Beverage official said, “This renewal, which updates the alcohol content and design in line with consumer trends favoring mild soju, has been carried out. Starting with this renewal, we will launch a campaign emphasizing smoothness and strengthen the image of being the ‘leader of the smooth soju trend.’”

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