Soju with 15 Degrees Alcohol... Soju Industry Competing in Low Alcohol and Low Calorie

[Image source=Yonhap News]

Recently, Makgeolli Company, a liquor manufacturer in the Chungcheong region, made a bold move by launching soju with an alcohol content of 14.9%, breaking the perceived limit of 16 degrees and dropping below 15 degrees in one go. As more consumers prefer a smoother soju taste, the competition to lower the alcohol content of soju, once known as a strong liquor, is accelerating.

According to the liquor industry on the 4th, Makgeolli Company, a liquor manufacturer based in Daejeon, Sejong, and the Chungcheong region, released 'Seonyang (鮮洋)', the lowest alcohol content and lowest calorie soju in Korea, on the 2nd.

Makgeolli Company emphasizes that Seonyang has the lowest alcohol content in the domestic soju industry at 14.9% and is a 'zero sugar' product with the lowest calories (298 kcal per 360 ml). Using oxygen aging technology and adding distilled rice and barley extracts, it maintains the clean taste of soju while lowering the alcohol content to emphasize smoothness, and it reduces calories to the lowest level without using fructose.

Along with low alcohol content and low calories, Makgeolli Company expects that the 'newtro' style design, recreated with a modern sensibility, will lower the barrier for the new generation of liquor consumers. A pop-up store will also be operated at Daejeon Shinsegae Department Store alongside the new product launch.

[Image source=Yonhap News]

Soju was once synonymous with strong liquor, but recently, with Seonyang dropping below 15 degrees, the alcohol content has been decreasing rapidly year by year. When Jincheon Brewing Company, the predecessor of HiteJinro, the number one player in the domestic soju market, first introduced 'Jinro' soju in 1924, its alcohol content was 35 degrees. After 41 years, in 1965, it was lowered to 30 degrees, and again after 8 years, in 1973, it dropped to 25 degrees, decreasing by 5 degrees each time.

The 25-degree standard, which lasted for over 20 years, was broken in 1998 with the launch of 'Chamisul,' which lowered the alcohol content to 23 degrees. After the 25-degree barrier was broken, the pace of lowering alcohol content accelerated. It was adjusted to 19.8 degrees in 2006, dropping below 20 degrees, then to 19 degrees in 2012, 19.5 degrees in 2007, 18.5 degrees in 2014, and recently to 17 degrees in 2019, 16.9 degrees in 2020, and 16.5 degrees in 2021, with decimal reductions occurring every one to two years. Lotte Chilsung Beverage's 'Cheoeumcheoreom,' which first appeared on the market in 2006 with 20 degrees alcohol content, has also lowered its alcohol content to 18 degrees in 2014, 17 degrees in 2018, and currently 16.5 degrees in 2021.

The alcohol content of soju is gradually decreasing as demand for a smoother taste increases. The home drinking and solo drinking culture has taken root during the COVID-19 pandemic, and there is a growing preference for lighter and more comfortable drinks over strong liquors, leading to a gradual decrease in soju's alcohol content.

Lotte Chilsung Beverage 'Cheoeumcheoreom New'

Recently, the liquor industry has seen a surge in competition not only to lower alcohol content but also to reduce calories. The 'Healthy Pleasure' trend, which encourages enjoying life while taking care of health, is spreading, leading to an increase in consumers seeking low-sugar soju products such as 'zero sugar' options.

Last September, Lotte Chilsung launched 'Cheoeumcheoreom Saero,' a new soju product released 16 years after the original Cheoeumcheoreom. Cheoeumcheoreom Saero has led the zero-calorie craze in the soju market, selling 50 million bottles cumulatively by January. Unlike the original Cheoeumcheoreom, Saero uses no fructose, has an alcohol content of 16 degrees, and contains 326 kcal, about 25% fewer calories than the original. HiteJinro also introduced 'Zero Sugar Jinro,' a revamped version of 'Jinro Is Back,' last month. Its alcohol content is 16 degrees, 0.5 degrees lower than before, and calories have been reduced from 330 kcal to 320 kcal.

The trend to lower calories in the soju market is influenced not only by the recent focus on health but also by the voluntary calorie labeling system for alcoholic beverages implemented this year. Although calorie labeling was not mandatory before, alcoholic beverages now display calorie information, allowing companies to emphasize reduced calories as a marketing point. The Fair Trade Commission and the Ministry of Food and Drug Safety plan to gradually expand calorie labeling on alcoholic products by 2025. However, considering the burden on companies, about 70 companies with sales exceeding 12 billion KRW per beverage category as of 2021 will participate first.

HiteJinro 'Jinro Zero Sugar'

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