[Edaily Reporter SIN SOO-JUNG ] #LotteChilsungBeverage’s new omija drink, launched in late May, sold 2 million bottles in just over a month.

LotteChilsungBeverage announced on the 8th that “Saro Omija” had sold 2 million bottles in its initial launch period. “Saro Omija” is the latest addition to the “Saro” fruit-flavored product line, following “Saro Apricot” and “Saro Darae.”

This product is a standard distilled spirit with an alcohol content of 12 degrees, made with schisandra juice from Mungyeong, North Gyeongsang Province. It is characterized by the schisandra’s refreshing and slightly bitter taste, as well as its pale red hue.

Since its launch, LotteChilsungBeverage has focused its marketing efforts on major commercial districts in the Seoul metropolitan area. Last June, the company held an event at about 100 establishments across some 20 commercial districts in the Seoul metropolitan area—including Hongdae Station—offering merchandise such as Omija keychains and keycaps.

The company also released a video demonstrating how to enjoy the drink in an ice-filled glass. Through the end of this month, it is offering a new limited-edition omija set menu in collaboration with “Yongsan Bongsoonga,” a Korean-style pub in Yongsan, Seoul.

Fruit-flavored alcoholic beverages are showing growth amid a slump in the overall alcohol market. According to the National Tax Statistics Portal, total domestic alcohol shipments in 2025 amounted to 2,987,726 kiloliters, a 5.2% decrease from the previous year. During the same period, beer shipments fell by 7.2% to 1,518,931 kiloliters, while diluted soju shipments decreased by 2.8% to 792,912 kiloliters.

In contrast, shipments of general distilled spirits—including the new fruit-flavored “Saro” products—rose by 6.6% year-over-year to 4,056 kiloliters. Sales of LotteChilsungBeverage’s fruit-flavored “Saro” line also increased by approximately 27% year-over-year, driven by the expansion of the product lineup.

A LotteChilsungBeverage official stated, “The distinctive flavors of ‘Saero’ products—including ‘Saero’ Schisandra, which is characterized by its cool and refreshing taste, as well as the previously launched ‘Saero’ Apricot and ‘Saero’ Darae—are driving growth as they continue to win over consumers,” adding, “Following the various communication activities conducted in the first half of the year, we plan to carry out even more proactive marketing at consumer touchpoints in the second half.”