Lotte Chilsung Launches New Beer 'Crush'... "100% All-Malt Pale Lager"

A Distinctive Concept for the Young Generation Seeking Novelty
Shoulderless Bottle, Iceberg Motif Design
Refreshing Carbonation and Crisp Aroma Enhance Coolness and Freshness

Lotte Chilsung Beverage announced on the 8th that it will launch a new beer product, "KRUSH," on the 21st of this month.

Lotte Chilsung Beverage explained that, given the recent increased interest in individual preferences and self-expression, they introduced the new product KRUSH to meet the need for a beer differentiated from existing beers, targeting the younger generation pursuing novelty.

The product name KRUSH combines the English word "Crush," meaning "to fall in love" or "to break," with the letter "K," representing the heritage of Lotte Chilsung Beverage's beer brand "Cloud." It signifies "breaking old customs and captivating with newness."

KRUSH introduces a shoulder-less bottle that offers a refreshing carbonation sensation not seen in existing domestic beers. The packaging features a design inspired by icebergs on the exterior, and the use of a transparent bottle maximizes visual freshness.

Additionally, it is a 100% malt all-malt beer, enhancing the beer's coolness and refreshment through the use of separately extracted European hops and the hop bursting technique. KRUSH is a pale lager type beer with an alcohol content of 4.5%, available in 500mL bottles and 20L draft beer kegs, which will be introduced first to pubs and restaurants around mid-month.

A Lotte Chilsung Beverage official stated, "In a situation where differentiated consumption has become a means of self-expression, we hope KRUSH, which breaks the mold of existing domestic beers, will establish itself as a new form of self-expression for the younger generation." He added, "We will carry out active marketing to captivate the younger generation and promote the newly launched KRUSH."

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