LOTTE Chilsung Beverage announced on the 10th that it will lower the alcohol content of its soju brand ‘Chum Churum’ from the existing 16.5 degrees to 16 degrees. This is the first reduction in the alcohol content of Chum Churum in four years.
According to LOTTE Chilsung, this adjustment is in response to the trend favoring low-alcohol beverages and changes in drinking culture in the domestic alcoholic beverage market.
According to the National Tax Statistics Portal, the total shipment volume of diluted soju in Korea in 2023 was approximately 844,000 kL, a decrease of 2.0% compared to the previous year. This figure is a 7.8% drop compared to 915,000 kL in 2019, prior to COVID-19. During the same period, the total shipment volume of all alcoholic beverages decreased by 1% and 4.1%, respectively, indicating that the decline in diluted soju was relatively larger.
In contrast, the popularity of low-alcohol liqueur products such as highballs has shown an increase of 8.1% and 34.3%, respectively, indicating heightened consumer interest in low-alcohol options. In response, LOTTE Chilsung noted that it has lowered the alcohol content of Chum Churum to enhance its smoothness for the first time in four years.
Chum Churum features 100% rock water with the addition of rice distillate and utilizes allulose, a natural sweetener, to reduce bitterness and smoothen the throat sensation. The label design and retail price, which were revised last year, will remain unchanged.
A representative of LOTTE Chilsung Beverage said, ‘Since its launch in 2006, Chum Churum has established itself as the epitome of smooth soju while maintaining its identity, and we adjusted the alcohol content to keep pace with the low-alcohol trend.’ They added, ‘We plan to develop various marketing activities that emphasize the brand’s unique smoothness in the future.’