Lotte Chilsung, the Leading Zero-Sugar Soju Brand 'Saero'

Lineup Expansion with New Product Containing Apricot Juice Extract

Lotte Chilsung Beverage introduced ‘Saero’ in mid-September 2022, a ‘zero sugar’ soju that does not use fructose, unlike existing soju products, characterized by a refreshing and smooth taste. To preserve the unique flavor of soju, distilled soju was added, and nutritional labeling for alcoholic beverages was proactively applied.

Saero incorporates the curves of Korean ceramics and vertical grooves resembling water droplets flowing downward, blending Korean and modern sensibilities, while the use of a transparent bottle highlights a luxurious and trendy image.

Saero received reviews such as “smooth swallowing and less distinctive alcohol aroma make it easy to drink,” gaining word-of-mouth popularity among consumers. Since its launch on September 14, 2022, it surpassed 50 million bottles in cumulative sales within about four months and exceeded 100 million bottles in cumulative sales within about seven months after launch.

Saero’s upward trend continued through last year, establishing itself as the representative brand of zero sugar soju with annual sales exceeding 100 billion KRW. In the first quarter of this year, it recorded sales of approximately 38 billion KRW, an increase of about 10 billion KRW compared to the previous year, steadily expanding its market base. Additionally, from mid-April, ‘Saero Salgu,’ which contains real apricot juice, was newly introduced, expanding the product lineup.

A Lotte Chilsung Beverage official stated, “Saero, which has established itself as a new trend in the domestic soju market, plans to actively carry out marketing activities to become the leading soju brand representing Korea beyond zero sugar soju.”

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