Paldo Co. said on the 22nd that "Icheon new-crop rice Vilac Co. sikhye" surpassed 1 million units in cumulative sales six weeks after its launch. Icheon new-crop rice Vilac Co. sikhye is a premium sikhye that Paldo Co. introduced starting last month. It is made using rice produced this year in Icheon, Gyeonggi Province.
According to Paldo Co., the cumulative sales of Icheon new-crop rice Vilac Co. sikhye are growing five times faster than the company's projected timeline. In step with this, Paldo Co. plans to increase production and strengthen marketing activities to target the traditional beverage market.
Paldo Co. cited consumption convenience and improved flavor as reasons for the new product's popularity. For the first time among traditional beverages, it applied a full open can package. The entire top of the can opens, and the wide opening allows consumers to eat even the settled rice grains, which Paldo Co. said has increased satisfaction.
It also increased the amount of rice grains by 20% compared with existing products to add a chewier texture. The sweetness extracted from malt preserves the flavor of traditional sikhye. It can now be stored at room temperature, and if kept frozen for about 5 hours at -18℃ or below, it can be eaten in a slushy form.
Lim Yong-hyeok, who handles marketing at Paldo Co., said, "The popularity of Icheon new-crop rice Vilac Co. sikhye is the result of the interplay between consumer trust and product innovation," adding, "We will continue to improve quality and marketing that reflect customer needs to expand the base of the traditional beverage market."