Seonyang Soju is moving to target neighborhood business districts with "Good Soju 990," touting a price of 990 won. It is launching the product exclusively for local supermarkets, not big-box stores and convenience stores, a strategy seen as aiming to strengthen small-business channels and raise brand awareness.
According to the liquor industry on the 1st, Seonyang Soju is releasing Good Soju 990 in a limited run of 9.9 million bottles that day. Good Soju 990 is produced at 16% ABV and a volume of 360 mL. The price is about 75% of that of ordinary liquors sold at big-box stores.
This project is being carried out jointly with the Small Enterprise and Market Service and the Korea Superchain Distribution Business Cooperative (KVC). As consumption has shifted to online shopping and convenience stores, the aim is to invigorate local commercial channels. Good Soju 990 will be sold through about 10,000 neighborhood supermarkets affiliated with KVC.
Seonyang Soju is seen as seeking brand publicity benefits through this project. Although Seonyang Soju is a soju brand representing Daejeon, South Chungcheong, and Sejong, its national brand image trails other brands.
Last year, Seonyang Soju drew attention by featuring Chair Cho Ung-rae, not a popular entertainer, as its advertising model. It adopted a differentiated strategy from other brands' "superstar marketing," which employs superstar models such as IU and Jennie. In 2023, it also ran a pop-up store in Seongsu-dong that drew about 10,000 visitors over three weeks.
Cho Ung-rae, chair of Seonyang Soju, said, "This collaboration is meaningful in that corporations, public institutions, and distribution organizations joined forces to stabilize everyday prices and support small businesses," adding, "I hope 'Good Soju 990' brings warmth to ordinary people's daily lives and serves as a priming water that adds vitality to the alleyway economy, centered on neighborhood supermarkets."