[Today’s New Product] This Time, 'Omija Soju'... Lotte Chilsung Expands Saero Lineup

Third Fruit Flavor with a Korean Twist Following Apricot and Darae
Features the Tangy and Slightly Bitter Taste of Mungyeong Omija Juice

Lotte Chilsung Beverage announced on May 19 that it has launched "Saero Omija." This is the third fruit-flavored product in the Saero brand, following "Saero Apricot" and "Saero Darae."

The new product is a regular distilled spirit, combining zero-sugar soju "Saero" with omija juice sourced from Mungyeong in North Gyeongsang Province, and has an alcohol content of 12%. It highlights the unique tangy and slightly bitter taste of omija, while reducing the typical bitterness of soju. The color of the product is a light reddish hue reminiscent of omija berries.

Provided by Lotte Chilsung Beverage.

Omija is known as an ingredient with five flavors: sour, bitter, sweet, pungent, and salty. According to the Donguibogam, it is recommended as a summer ingredient, and it also appears in Korean folklore, such as the tale of the Ojakgyo Bridge in the story of the Cowherd and the Weaver Girl. The company explained that this Korean characteristic is reflected in the product’s concept.

The package design features the brand character "Saero Gumi" along with an image of omija flower petals. The design follows a composition similar to that of "Saero Apricot" and "Saero Darae," emphasizing the continuity of the brand universe.

Lotte Chilsung Beverage is incorporating Korean ingredients and storytelling elements to differentiate itself in the fruit-flavored soju market. "Saero Apricot," launched in 2024, and "Saero Darae," introduced last year, have both seen steadily increasing sales, in line with the trend toward lower-alcohol beverages. According to Lotte Chilsung, the combined sales of these two products as of last year increased by approximately 24% compared to the previous year.

A Lotte Chilsung Beverage representative stated, "We sought a new flavor that could genuinely resonate with consumers rather than simply following a fleeting trend," adding, "We expect that Saero Omija, which captures the diverse flavors of Mungyeong omija, will offer a unique enjoyment during the summer."

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