Kooksoondang Relaunches 'Baekseju Joseon Highball Planning Set'

Published 31 Mar.2023 09:33(KST)

Kuksundang announced on the 31st that it will re-release the ‘Baekseju Joseon Highball Special Set,’ allowing consumers to enjoy its representative traditional liquor, Baekseju, in a new way.

Kooksoondang Relaunches 'Baekseju Joseon Highball Planning Set'

The Baekseju Joseon Highball Special Set was initially launched as a limited edition in December 2020 and was available only at select retail stores. At that time, the unique way of drinking Baekseju, nicknamed ‘Joseon Highball,’ gained popularity in traditional liquor bars and restaurants in the Gangnam area of Seoul. Following continued demand for a product version, Kuksundang introduced it as a limited special set.

The re-released Baekseju Joseon Highball Special Set will be sold sequentially at medium to large supermarkets and hypermarkets. The set includes four bottles of Baekseju and one 400mL highball glass engraved with the ‘Joseon Highball’ logo. The package briefly introduces the method for making the Joseon Highball.

The Baekseju Joseon Highball combines Baekseju, which has an alcohol content of 13%, with tonic water and lemon, lowering the alcohol content for easier drinking. The refreshing zest of tonic water and lemon blends with the slightly bitter umami flavor of Baekseju, offering a distinctive taste experience. Additionally, the golden hue of Baekseju becomes more subtle, adding visual enjoyment.

Launched in 1992, Baekseju is a liquor that embodies Korean history and culture, restoring the traditional raw rice fermentation method of Baekhaju, a famous liquor from the Goryeo Dynasty, and naming the product inspired by a story about liquor made with Chinese wolfberry. It was the first alcoholic beverage to be designated as an ‘Excellent Cultural Product’ by the government, recognized as a cultural product of Korea.

A Kuksundang representative stated, “Due to many consumer inquiries about the Baekseju Joseon Highball Set, which was introduced as a limited product at the end of 2020, we decided to re-release it. The ways to enjoy Baekseju have diversified from Osipsaeju favored by the middle-aged and older generations to Baekseju Joseon Highball enjoyed by the MZ generation, and we hope this contributes to the spread of traditional liquor drinking culture.”