Even distilled soju has become diluted.
As of the 28th, according to ChosunBiz, the alcohol content in the traditionally high-alcohol distilled soju market is showing a clear trend towards lower alcoholic beverages.
On the previous day, HiteJinro introduced its 16.9% alcohol distilled soju "IlpumJinro Mild" for the first time. It is the first product among distilled soju introduced by major alcoholic beverage manufacturers to break the 17% barrier. Prior to this, the lowest alcohol product among major brand distilled soju was Hwayo's 17% soju "Hwayo 17."
Distilled soju is made by fermenting raw materials and then distilling them. It requires more effort than diluted soju, which is made by mixing alcohol with water. Traditional liquor officials noted that the soju culture developed based on brewing techniques introduced in the 13th century due to Mongolian influence. Andong soju, which matures in an earthenware jar for over a year, is a representative example. Andong soju typically exceeds 45%. Most traditional distilled soju products range from 40% to 53%, similar to whiskey.
Academics in the alcoholic beverage sector claim that if distilled soju is brewed using the pressure-reducing distillation (ERS) method, it can lower the alcohol content to 16.5%. This is almost identical to the newly launched IlpumJinro Mild.
◇ HiteJinro introduces 16% class distilled soju market for the first time
With this new product launch, HiteJinro has diversified its distilled soju offerings from 16.9% to 25% (IlpumJinro 25), 30% (IlpumJinro 1924 Heritage), and 43% (IlpumJinro Oak 43). It encompasses a wide range from the lower-alcohol 16.9% to the relatively higher 43%.
HiteJinro stated that it introduced this 16.9% distilled soju product in response to consumer demands. Last year, the distilled soju brand IlpumJinro played a significant role in HiteJinro, which celebrated its 100th anniversary. Sales of IlpumJinro brand products increased by 26% compared to the same period in the previous year. This year, HiteJinro will feature popular entertainer Lee Hyori as the advertising model for IlpumJinro, scheduled to be unveiled on terrestrial broadcasts.
Oh Seong-taek, executive director of HiteJinro's marketing department, noted, "We will bring a new wind to the distilled soju market with the entry of the 16% class," adding, "We are conducting research and development to introduce products that meet consumer demands as a representative comprehensive liquor company in Korea."
◇ The liquor industry is riding the wave of 'smooth and gentle'
Recently, major liquor companies have been focused on introducing lower alcohol beverages than in the past. This strategy is in line with the spread of a taste-centric drinking culture, particularly among younger generations. Local soju companies are already selling diluted soju with an alcohol content of 14.9%.
According to industry research, lower-alcohol beverages tend to attract non-drinkers, leveraging their lower alcohol content. According to Gallup, since the introduction of low-alcohol distilled soju, 23% of non-drinkers have newly entered the market.
Lower-alcohol beverages are often consumed in larger quantities than higher-alcohol products. According to industry analysis, substituting 25% soju with 17% soju requires consuming approximately 47% more volume. Naturally, this leads to an increase in sales.
Some corporations are improving profitability through the trend of lower alcohol content. Diluted soju contains additives like sweeteners and flavoring agents, which are expenses. In contrast, distilled soju is made solely from distilled raw rice and purified water as its two primary ingredients. The more water added, the greater the cost-saving effects compared to diluted soju.
◇ There are also criticisms that the unique flavors are disappearing with lower alcohol content
While one might think a difference of 1-2 degrees isn’t significant, aficionados can usually detect changes with even a 0.5-degree drop in alcohol content. Some express dissatisfaction, stating, "The alcohol content of distilled soju has diminished below 20%, erasing its unique identity."
According to academia, diluting distilled soju essence below 25% causes nearly half of its good aroma to dissipate. For example, the volatile flavor compounds (acetaldehyde, ethyl acetate) that have weak binding with the core component ethanol can decrease by between 23% and 37%.
Generally, soju with an alcohol content exceeding 35% delivers good aroma (terpenes, esters) directly to the oral mucosa as the alcohol evaporates quickly.
Conversely, when the alcohol content of soju drops below 22%, it is water molecules that carry the aroma instead of alcohol. Experts say water molecules have lower volatility than alcohol, leading to a 40% shorter aroma persistence. Even when using the same essence, reducing the alcohol content makes it difficult to fully appreciate the good aroma inherent in the essence.
The inherent 'impact' of the alcohol content also disappears. Impact is a term representing the unique drinking experience offered by high-alcohol beverages. It encompasses the tingling warmth in the mouth from high-alcohol drinks, the rich and deep flavor of the grains used as raw materials, and the complex flavors of premium liquors, such as nuttiness and subtle sweetness.
According to a representative from the Korea Alcohol Comprehensive Research Institute, "While manufacturing techniques such as distillation and aging processes are advancing, it's important to remember that the category of distilled soju fundamentally belongs to the realm of traditional liquors with high impacts, defined as above 25%."
There have been some criticisms that large liquor companies, as they enter the distilled soju market, disrupt the authentic flavors and characteristics of distilled soju, focusing solely on commercial profit.
A representative from the Korea Beverage Masters Association noted, "Just as a 16% beverage is not called Scotch whisky in Scotland, the originally 40-53% distilled soju is fundamentally different in character and main characteristics from 17% distilled soju," adding, "Similar distilled soju that make the distinction between diluted soju and distilled soju ambiguous could harm the cultural identity of distilled soju."