Lotte Chilsung Beverage said on the 21st that it will renew the taste and packaging of Saero, launched with the concept of "zero sugar soju," about three years after its release.
Lotte Chilsung Beverage conducted a consumer survey targeting various consumers who drink Saero. Through this, the company kept Saero's essential concept of "zero sugar soju" and, to further enhance the taste, set the direction of the renewal to switch from the existing barley rice distilled spirit to a 100% domestically produced rice distilled spirit.
The company also said that, to differentiate from competing brands, it newly added five amino acids (BCAA [leucine, isoleucine, valine], alanine, arginine) to balance the soju's taste while simultaneously lowering the alcohol content by 0.3 degree to 15.7 degrees.
Some of the package design will also change. The bottle-cap emblem symbolizing the tail of "Saerogumi" will add Saero's signature mint color, and the label's logo was improved for better readability. The bottle design and shipping price will remain unchanged.
The renewed Saero is scheduled to ship starting on the 30th of this month and, considering in-store inventory levels and turnover, is expected to go on sale from early Feb.
A Lotte Chilsung Beverage official said, "Since its launch in Sept. 2022, we decided on the first renewal to strengthen the unique and differentiated image of the Saero brand that has led the zero sugar soju trend and to keep pace with changing liquor market trends," adding, "We will continue to actively carry out various marketing activities to respond to the changing market."