[Edaily Reporter Kim Ji-woo ] #LotteChilsungBeverage’s zero-sugar soju “Saero” has surpassed 1.3 billion bottles in cumulative sales just over four years after its launch. This amounts to an average of approximately 840,000 bottles sold per day. This achievement is the result of the brand expanding its recognition through a content strategy featuring its own mascot and experiential marketing, following its market entry as a soju product free of fructose.

According to LotteChilsungBeverage on the 5th, “Saro” recorded cumulative sales of 1.3 billion bottles over approximately 50 months, from its September 2022 launch through October of this year. This figure is based on 360-ml bottles.

Saero saw rapid sales growth from the very beginning. It surpassed 50 million bottles in cumulative sales in just over four months after launch and exceeded 100 million bottles in just over seven months. By the end of July last year, it had reached 700 million bottles.

The key differentiator Saero highlighted at launch was “zero sugar.” By excluding the fructose typically used in traditional soju and reducing the distinctive aroma of alcohol, the brand emphasized a smooth finish. Another notable feature was its proactive adoption of nutritional labeling—a first in the liquor industry.

The brand sought to differentiate itself from existing soju brands not only through the product itself but also through its marketing approach. Instead of featuring celebrity endorsers, it introduced “Saero Gumi,” its own character modeled after a nine-tailed fox. The brand produces video content that weaves a narrative around the character and extends this concept to pop-up stores and offline events.

A prime example is the “Saero Central Museum” pop-up store operated in Seongsu-dong, Seoul, this past March. Based on the premise that Saero’s secret recipe book had been stolen, the event was designed to let visitors participate in an escape room experience. The event, which ran for about half a month, attracted over 13,000 visitors.

The company is also consistently releasing online content. Since its launch through last month, LotteChilsungBeverage has released a total of 66 videos, including short-form content. The cumulative views for these videos have exceeded 180 million.

The company is also expanding its product lineup. Following the original “Saro,” it introduced three new varieties featuring traditional Korean fruit flavors—apricot, darae, and omija—and launched limited-edition packaging and mini PET bottles.

A representative from LotteChilsungBeverage stated, “As we enter winter—the peak season for soju—we will promote ‘Saro’s’ unique worldview, which extends all the way to the afterlife, while simultaneously conducting more proactive marketing to help consumers enjoy their gatherings.”