Lotte Chilsung Beverage said on the 8th that it will relaunch the beer brand "Kloud Crush" as a light beer.
According to Lotte Chilsung on the day, the new product maintains the young and trendy image of the original Crush beer while redefining the concept to fit the light beer category. The company said it is aimed at consumer demand that seeks both taste and function while reducing alcohol intake.
The new Kloud Crush adds about 10% oat malt. It enhances the distinctive nutty flavor of oats, and the protein and dietary fiber elevate key elements of beer taste—body, aroma, and smooth foam—with greater completeness.
In the manufacturing process, a non-heat treatment method that does not involve heat sterilization was applied to emphasize a fresh and crisp taste. The alcohol content was lowered to 4%, and a high-fermentation technique was used to reduce residual sugars for a clean finish. It has about 25 kcal per 100 mL, positioning it as a low-calorie product with a zero-sugar concept.
Lotte Chilsung Beverage plans to release a short-form video with Karina of aespa, the main model for Kloud Crush, to promote the refreshed light beer. The video features Karina asking, "Don't you notice anything different about me?" and introduces Kloud Crush's key points: "non-heat treatment fresh," "contains oats," and "zero sugar." The video can be viewed on Crush's official social media accounts and YouTube channel.