[2021 Asia Consumer Awards] Cheoeumcheoreom Launches 16.5-Degree Soju Aligned with Alcohol Market Consumer Trends

[Asia Economy Reporter Lim Chunhan] Lotte Chilsung Beverage's 'Cheoeum Cheoreom,' which has been chosen by consumers in the soju sector, brought a fresh change to the soju industry by being the world's first to use alkaline reduced water.

Cheoeum Cheoreom has played a leading role in driving the low-alcohol trend in the soju market. At its launch, when 21 degrees was the norm, it established a smooth soju image with 20-degree Cheoeum Cheoreom, and in 2007, by lowering the alcohol content to 19.5 degrees, it led the era of 19.5-degree soju, which even the top company joined.

In February 2014, to further emphasize the smoothness of Cheoeum Cheoreom, it released an 18-degree version, lowering the alcohol content by 1 degree after 7 years, and renewed it to 17.5 degrees from December of the same year. In April 2018, the alcohol content was lowered to 17 degrees, and from December last year, it was reduced to 16.9 degrees, pioneering the era of 16-degree soju. In January this year, in line with consumption trends in the liquor market, the alcohol content was lowered to 16.5 degrees.

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