Lotte Chilsung Beverage lowers Chum Churum soju alcohol content

Lotte Chilsung Beverage is reducing the alcohol content of its flagship soju brand, Chum Churum, from 16% to 15.7%. This adjustment, marking the brand's 20th anniversary, aims to emphasize smoothness and align with shifting consumer trends in South Korea, where drinking habits are moving from intoxication toward casual enjoyment.

To maintain flavor consistency despite the lower alcohol content, the company will adjust the levels of certain sweeteners. The new version is expected to appear in restaurants, convenience stores, and supermarkets starting in mid-September following the depletion of existing stock. The company also plans to increase the visibility of alcohol warning labels on its packaging to support healthy drinking cultures.

The move reflects a broader trend in the South Korean liquor market. As overall alcohol consumption declines, major players like Hite Jinro are also lowering alcohol percentages in popular brands. Additionally, the Ready To Drink (RTD) market is seeing significant growth, with consumers increasingly opting for low-alcohol, fruit-flavored options.