Shinsegae L&B Launches Sparkling Alcohol Brand 'Lets'

[Asia Economy Reporter Eunmo Koo] Shinsegae L&B announced on the 30th that it will launch a new sparkling beer brand, "Let's Fresh Today (Let's)," on the 30th. This is the first time Shinsegae L&B has introduced its own sparkling beer brand.

Let's, newly launched this time, is a Spanish sparkling beer created by Shinsegae L&B, a comprehensive liquor distribution specialist company, characterized by a rich malt flavor and cost-effectiveness through a high barley content. Let's has a malt ratio of 9%, an alcohol content of 4.5%, and is priced at 1,800 KRW for a 500ml can.

Shinsegae L&B plans to expand sales channels starting from convenience stores such as Emart24 on the 1st of next month, followed by large marts including Emart, and general restaurants.

Let's targets customers who value taste along with affordable prices, focusing on producing a flavor similar to regular beer by increasing the barley content. In fact, the total barley content of Let's is 99% of the raw materials excluding water, which is similar to domestically produced and distributed Korean beers.

Produced in collaboration with a historic brewery in Spain, Let's is optimized for Korean tastes. It features an attractive rich barley flavor and abundant foam, and is also good for enjoying as a soju-beer mix (somaek), fitting well with Korean drinking culture.

Shinsegae L&B's sparkling beer brand Let's was born through thorough market analysis. Amid rising prices and the spread of cost-effective consumption trends across society, the prolonged COVID-19 pandemic has led to the rise of the "home drinking" culture, where people enjoy light drinking at home. This has resulted in increased demand for sparkling beer, which is cheaper than imported beer.

According to Shinsegae L&B, as imported beer prices rose in December last year, sales of sparkling beer priced under 2,000 KRW per can increased by about 40% year-on-year from January to March this year. On the other hand, according to National Tax Service data, domestic imported beer sales decreased by about 20% in 2021 compared to 2019.

Woo Chang-gyun, CEO of Shinsegae L&B, said, "Let's, a sparkling beer developed in collaboration with a famous Spanish beer producer, is expected to bring new vitality to the mass beer market," adding, "With the launch of this sparkling beer brand, Shinsegae L&B will establish a foundation to grow beyond being the number one wine importer into a true comprehensive liquor distribution specialist company."

To communicate and empathize with its main customer base, the MZ generation (Millennials + Generation Z), Shinsegae L&B selected actor Park Jung-min, who fits the brand image and is familiar and likable to consumers, as the official model and plans to conduct an advertising campaign.

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