Lotte Chilsung’s Soju 'Chum-Churum' Lowers ABV to 15.7% for 20th Anniversary
Creatrip Team
18 days ago
Lotte Chilsung Beverage said it will reduce the alcohol by volume (ABV) of its flagship soju 'Chum-Churum' from 16% to 15.7% to emphasize the brand’s signature smoothness and reflect a shift toward drinking for enjoyment. Sweetener levels will be adjusted and warning labels moved to the main label for better readability. The refreshed bottles will roll out across restaurants, bars, discount stores and convenience stores after current stock is sold, possibly from mid-September. Launched in 2006 at 20% ABV, Chum-Churum built its reputation as a 'soft soju' (smooth-flavored soju) and has passed cumulative sales of 10 billion bottles and, as of this year, 100 billion bottles. For its 20th anniversary the company has restored early packaging and released a 'Chum-Churum Classic' that reinterprets the original recipe and design. Lotte Chilsung’s liquor division reported H1 sales of 389.3 billion won and operating profit up 34.5%, with growth also in RTD (ready-to-drink) and wine categories.
