[Heartfelt Seol Gifts] Traditional Charyeju Preserving Its Unique Taste Since 1945

Lotte Chilsung Beverage 'Baekhwaseubok'

[Asia Economy Reporter Lim Hye-sun] Lotte Chilsung Beverage has proposed the traditional cheongju (clear rice wine) "Baekhwaseubok," with a 77-year history, as a Lunar New Year gift. Baekhwaseubok, which means "live long and enjoy blessings," is a product that conveys wishes for the recipient's health and happiness.

Baekhwaseubok has been intertwined with the history of our nation since liberation. Baekhwaseubok has continued the tradition of ceremonial liquor since its launch in 1945 during the Baekhwajang and Daehan Yangjo periods, before Doosan Liquor BG was acquired by Lotte Liquor. The largest production facility for a single cheongju brand in Asia is located in Gunsan.

This product is made from 100% domestically grown rice. About 30% of the rice husk is polished away, and it features a unique soft and clean taste of cheongju achieved through low-temperature fermentation and aging methods. The alcohol content is 13%.

To embody the sincere heart of our people, the label uses an oriental brush calligraphy style, and both the label and bottle cap are applied with gold color to highlight the luxury and image of Korea’s representative ceremonial liquor.

With its distinctive deep aroma and taste, it is suitable to be enjoyed chilled or warmed, making it perfect for ancestral rites or as a holiday gift, according to Lotte Liquor. Baekhwaseubok holds over 70% market share in the domestic ceremonial liquor market.

The ceremonial or gift-use Baekhwaseubok comes in two sizes, 700㎖ and 1.8ℓ, allowing consumers to choose according to convenience or purpose. The consumer prices are 4,900 KRW for 700㎖ and 11,000 KRW for 1.8ℓ at general retail stores.

A Lotte Chilsung official said, "Baekhwaseubok, with its 77-year tradition, is a cheongju product carefully brewed with selected rice as used by our ancestors. The price range from around 5,000 KRW to 10,000 KRW is reasonable, making it a good choice for families gathered after a long time to perform ancestral rites and share the drink together."

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