CU Launches Premium Soju 'Bit'... "Clean Flavor and Smooth Finish"

Premium Soju Sales Up 99.4% This Month

Bit24 and Bit32 Oak sold at CU.

[Asia Economy Reporter Lim Chun-han] CU announced on the 31st that it will launch the differentiated distilled soju Bit24 (24 degrees) in response to the recent rise in popularity of premium soju. Next month, Bit32 Oak (32 degrees), aged in sherry oak barrels, will also be introduced.

Bit24 and Bit32 Oak come in 375ml bottles priced at 7,900 KRW and 12,900 KRW respectively, offering higher quality at a lower price compared to existing premium soju. CU’s Bit soju is named with the concept of "making this moment shine," inspired by the trendy phrase "Geujeo Bit," meaning a wondrous existence.

The production of Bit soju is handled by Upo’s Morning, a traditional liquor brewery in Changnyeong-gun, Gyeongsangnam-do, which has been operating for three generations since 1945. The main ingredient is rice produced in Upo, a natural ecological area famous for the Upo Wetland. It is made using a vacuum distillation method at low pressure and temperature, resulting in a clean flavor and smooth finish without off-flavors, unlike high-temperature atmospheric distillation. Bit32 Oak is aged for one month in sherry oak barrels after distillation, harmonizing the rich oak aroma like premium whiskey with the subtle grain scent unique to distilled soju. It is easy to drink straight and also optimized for enjoying as a highball when mixed with carbonated water.

The demand for premium soju is steadily increasing. Over the past three months, the year-on-year sales growth rates for related products were 75.1% in June, 68.9% in July, and 99.4% in August. Sales of premium soju through CU Bar’s liquor reservation service also jumped 35.8% compared to the previous month. By age group, 20s accounted for 31.6% and 30s for 35.1%, with young consumers making up over 66% of total sales.

CU selected Park Eun-woo, the lead actor of the short-form drama "Convenience Store Veteran," which recorded 100 million views and gained sensational popularity, as the model for Bit soju. Park Eun-woo’s bright and unpretentious image, representing the MZ generation (Millennials + Generation Z), was deemed a perfect fit for Bit soju. A short-form advertisement for Bit soju will also be released next month through CUTube.

To celebrate the launch of Bit soju, CU will hold a "Friend Time" promotion. Every day next month from 7 to 9 PM nationwide at CU stores, customers can enjoy a 30% discount when purchasing Bit24 or Bit32 Oak.

A BGF Retail official said, “We planned the distilled soju Bit at a reasonable price so that premium soju can be enjoyed without burden,” adding, “We will continue to introduce various Bit series such as high-proof liquors over 40 degrees and miniature bottles to convey the true value of our traditional liquor.”

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