[Edaily Reporter Shin Su-jeong] #Lotte Chilsung Beverage is expanding its product lineup by reintroducing “Cheumcheom Classic,” a 20% ABV soju, in a market where there is a clear preference for low-alcohol beverages.

According to the liquor industry on the 14th, Lotte Chilsung Beverage plans to launch a new 20% ABV product, ‘Cheumcheomcheong Classic,’ as early as the end of this month. Considering that ‘Cheumcheomcheong’ is currently available only as a 16% ABV product, this move is interpreted as a counterintuitive strategy to target consumers who prefer stronger alcohol.

The soju market has shown a trend toward gradually becoming milder, starting at 35% ABV in the 1920s and passing through the 25% ABV era in the 1970s. In particular, Lotte Chilsung Beverage led the “mild soju” craze in 2006 by introducing “Cheumcheumcheong,” a 20% ABV soju that was groundbreaking at the time. Subsequently, in line with the health-conscious “Sober Curious” trend, the company lowered the alcohol content to 16% last year.

Lotte Chilsung Beverage’s decision to reintroduce 20-proof soju is seen as an effort to diversify its product portfolio in response to competitor HiteJinro. HiteJinro is currently targeting the market with a wide spectrum of alcohol content, ranging from “Chamisul Original” at 20.1% to “Jinro Gold” at 15.5%.

An industry insider explained, “While low-alcohol beverages have recently become mainstream, particularly among the MZ generation, there is still demand for high-alcohol soju among those who prefer its distinctive strong flavor,” adding that this move “aims to broaden consumer choice by reflecting diverse tastes.”

In this regard, a representative from Lotte Chilsung Beverage stated, “We are currently in the process of internally reviewing the launch of products tailored to the demands of various target demographics,” adding, “Specific launch dates and other details have not yet been decided.”