HiteJinro announced on the 22nd that it will fully renew its plum wine 'Maehwasu' for the first time in five years. This will showcase a new product quality and package design.
On this day, HiteJinro noted that the renewal of Maehwasu reflects the low-alcohol trend in the liquor market and the MZ generation's preference for casual drinking. The alcohol content has been reduced from 12% to 9%, improving the product quality to allow a lighter enjoyment of the rich flavor and sweetness of the plum. The font on the front of the label has been changed, and the design and colors of the plum blossom have been refreshed to enhance visual brightness. The renewed Maehwasu will be available in restaurants, bars, supermarkets, and convenience stores nationwide starting in June.
To celebrate this, HiteJinro plans to provide opportunities to experience the brand directly in college areas and major commercial districts. A promotion featuring the 'Maehwasu temperature-sensitive glass gift' will be held, allowing the unique characteristics of the product to shine.
Additionally, HiteJinro has selected actress Moon Ji-won as the model for Maehwasu, anticipating that this will enhance the product's bright image. Oh Sung-taek, executive director of HiteJinro's marketing department, said, 'We renewed Maehwasu to allow it to be enjoyed lightly and sweetly, reflecting the changing trends in the liquor market,' adding, 'As it has become a popular liquor among the MZ generation, we will continue to carry out young and differentiated marketing activities in the future.'