SaeRo soju relaunched at 15.7% ABV as Korea’s low-strength soju trend grows
Creatrip Team
a month ago
Lotte Chilsung Beverage has refreshed its zero-sugar soju brand SaeRo, lowering alcohol content from 16% to 15.7% and reformulating the spirit from barley-based to 100% domestically sourced rice distillate to create a lighter, smoother taste. The company added five amino acids (including BCAAs: leucine, isoleucine, valine, plus alanine and arginine) to balance flavor and subtly reduced ABV by 0.3 points. Packaging tweaks include improved label readability and a mint color cap emblem for the brand ambassador character SaeRo-Gumi (SaeRo + gumiho) whose depiction is now more dynamic. The relaunch, aimed at younger consumers preferring lower-strength soju and to distinguish SaeRo from competitors, ships from the 30th with no change in bottle design or price.
