Lotte Chilsung Beverage Company “Chum-Churum Soju” has heralded a new transformation.
According to News1, Lotte Chilsung Beverage Company will lower the alcohol level of “Chum-Churum Soju” from 16.9 degrees to 16.5 degrees. This new product “Chum-Churum 16.5%” will be produced from mid-January and go on sale in February.
And with this decision, the face of “Chum-Churum Soju” will also be changed. Lotte Chilsung Beverage Company ended its contract with Suzy, who has been their model for the past 4 years, last November without renewal and selected Blackpink’s Jennie as her successor.
Back in March of last year, Lotte Chilsung Beverage Company collaborated with rapper Yumdda to introduce ‘Chum-Churum Flex’ that had the alcohol degree lowered to 16.7. At that time, the liquor industry had many predictions that this would be the lowest alcohol degree for soju.
However, with the increased number of people drinking alone at home with the pandemic, Lotte Chilsung Beverage Company made a winning move by even lowering its “Chum-Churum Soju” to 16.5 alcohol degrees.