“Back to Basics!”… Daesun Brewery Renews Steady Seller Daesun Trademark Design

New Labels Applied Starting from Shipments on the 3rd

‘With the Original Spirit!’ The Daeseon Soju label has changed for the new year.

Busan’s leading liquor company Daeseon Juzo announced on the 3rd that it has newly redesigned the label of its flagship product, Daeseon, to welcome the Year of the Blue Dragon, Gapjin Year.

Daeseon, launched in 2017, is a steady seller that has surpassed 500 million bottles in cumulative sales and is a favorite soju not only among local consumers but also tourists visiting Busan.

Despite aggressive marketing by large liquor companies in the metropolitan area causing most regional liquor companies to lose market share, Daeseon Juzo maintained its number one market share based on the solid local presence of Daeseon and Siwon (C1). Busan is the only region where a local liquor company has not lost the majority market share.

This label is regarded as a design that combines Daeseon’s past and present. The label color reminiscent of Busan’s blue sea and Daeseon’s signature wave logo evoke the Daeseon that led the retro soju trend in 2017.

Additionally, it harmonizes with the existing Daeseon image through the proprietary font introduced during the 2022 renewal.

The phrase ‘With the Original Spirit!’ at the top left of the product name expresses Daeseon Juzo’s wish for consumers to return to the moments they shared with Daeseon at that time.

Daeseon has been consistently loved by consumers for embodying the authentic taste of soju through Daeseon Juzo’s 94 years of accumulated technology and know-how. It also contains Tomatin, a premium plant-based sweetener first used in the industry, offering a deep and rich flavor.

Jo Woo-hyun, CEO of Daeseon Juzo, said, “This renewal was planned to recall the precious memories built with our customers and Daeseon. We will continue to pursue change and innovation to strengthen our image as Busan’s representative brand.”

The renewed Daeseon has been shipped since the 3rd and can be found in major local commercial districts within this week.