Oriental Brewery said on the 31st it will launch a new zero-sugar soju, "Challang," at the end of September.
According to Oriental Brewery that day, Challang uses volcanic bedrock water from eastern Jeju. The company said it reduced artificial alcohol aroma and sweetness and added lava seawater salt, a type of sea salt, to enhance umami. The alcohol content is 15 percent.
Challang is the first soju product unveiled since Oriental Brewery acquired Jeju Soju from Shinsegae Group in 2024. The product is produced entirely at Oriental Brewery's Jeju plant. The Jeju plant has produced ODM (original design manufacturing) soju for overseas export, and Challang is the first domestically distributed soju brand introduced after Oriental Brewery's acquisition.
The product name Challang expresses the image of rippling waves, symbolizing water purified through Jeju's nature and volcanic scoria. The package also applies colors and designs that evoke the blue sea and gentle waves.
Oriental Brewery plans to sell Challang first in the Seoul metropolitan area and parts of Jeju. In the early stage of the launch, it will supply primarily to on-premise channels such as restaurants and bars, and later decide whether to expand retail outlets to at-home channels such as supermarkets and convenience stores.
Koo Ja-beom, executive vice president of Oriental Brewery, said, "The launch of Challang soju is part of our effort to give consumers who want innovative and diverse products more choices," adding, "We will also work to promote Korea's soju and K-culture overseas."