KOOKSOONDANG BREWERY's flagship product "BaekseJu" has received mixed reactions from consumers after undergoing a complete rebranding last year. Although it was a transformation aimed at younger consumers, the drastic change in its traditional image has left existing customers puzzled. In particular, BaekseJu has been considered an essential gift for meet-the-parents ceremonies, symbolizing the wish to live well for "a hundred years," resulting in some disappointment over BaekseJu's dramatic design changes.
According to industry sources on the 24th, KOOKSOONDANG BREWERY revamped the taste and design of its product last September under the concept "BaekseJu, the fragrance that connects a hundred years." This is the first major overhaul in four years, since 2020. KOOKSOONDANG's large-scale rebranding is interpreted as an effort to target younger demographics. Particularly, the newly changed taste emphasizes a subtle aroma while reducing the distinctive herbal flavor of BaekseJu. The company noted, "We aimed to capture flavors and designs that will continue for the next century, bridging the past and the present."
Marketing targeting Generation MZ continues. KOOKSOONDANG BREWERY appointed Choi Jeong-hun of the band Jannabi as the BaekseJu ambassador, featuring him in an advertisement that follows the daily life of Ko Gil-dong from the animation "Dooly the Little Dinosaur." The content aims to support and comfort the lives of young adults. After the advertisement's release, positive feedback, such as "advertising aimed at people born in the 1990s," has emerged.
The background to BaekseJu's attempts can be attributed to various factors. First, declining performance is cited as a major reason. KOOKSOONDANG's accumulated sales in the first three quarters of last year reached 52.573 billion won, a decrease of 2.11% compared to the same period the previous year (53.709 billion won). The accumulated operating profit for the first three quarters of last year fell sharply by 70.7%, totaling 1.47 billion won, compared to 4.991 billion won during the same period last year.
While the drop in operating profit may be attributed to expenses related to KOOKSOONDANG's rebranding, the rapid trend changes in the traditional liquor market also appear to play a role. Recently, a new consumer trend has been emerging in the traditional liquor market, centered around Generation MZ. In particular, the spreading culture of drinking alone among younger generations and sharing drinking culture through social media (SNS) are emerging as new opportunities for the industry.
A source in the liquor industry remarked, "As interest in traditional liquor increases among younger generations, new breweries with stylish designs and smooth flavors are quickly capturing market share," and added, "It would have been difficult for the existing image of BaekseJu as a drink for formal occasions to keep up with this trend." They noted that the previous consumer base, centered around middle-aged and older individuals, faces limitations for growth.
The improved BaekseJu has been praised for captivating Generation MZ by reducing its distinctive herbal flavor. Adjustments to ingredient combinations were made to avoid overpowering sweetness and acidity, while enhancing the taste to harmonize with food.
The area causing division among opinions is design rather than taste. KOOKSOONDANG has discarded the previous transparent bottle of BaekseJu, introducing a brown bottle inspired by traditional pots and the natural earth. The front label features the character "百" from BaekseJu rendered in an intense ink wash painting style. KOOKSOONDANG stated, "We aimed to express the time BaekseJu has amassed and convey the significance of connecting for the next century," and added, "We represented the image that bridges the past and the future in a modern design."
Consumers expressing disappointment said, "The previous BaekseJu felt luxurious, but it has changed to the point where it is hard to find any trace of its former self." Particularly, there are sighs of disappointment among couples planning their weddings. Recently, among engaged couples, a culture of gifting BaekseJu to parents has gained popularity, symbolizing the wish to live happily until "a hundred years." Many have attached new labels inscribed with messages such as "Wishing for a happy life" and "Thank you for raising me." In response to this demand, companies producing customized labels have also emerged.
Concerns have been raised regarding the new design's deep brown color. Some have even harshly criticized it, saying, "It looks like a sesame oil bottle." Although BaekseJu's new design was selected as a winner in the Korean Design Awards last year, it appears to still feel awkward to consumers. Particularly, it is a painful point that the younger generation, which BaekseJu was targeting, feels uncomfortable with the new design.
A source in the liquor industry suggested, "When making a comprehensive change to design, releasing a limited edition of the new design first to gauge consumer reactions is a safer approach," indicating that KOOKSOONDANG may have attempted too abrupt a change. Additionally, while rebranding, KOOKSOONDANG raised the price of BaekseJu from 4,600 won to 5,100 won, an increase of 9%. Attention is now focused on whether the revamped BaekseJu, with changes in taste, design, and price, will serve as a saving grace for its declining performance.