HiteJinro Lowers Alcohol Content of 'Chamisul Fresh' Soju

South Korean beverage company HiteJinro is adjusting the alcohol content of its flagship soju, "Chamisul Fresh." The popular brand will see its alcohol percentage decrease from 16% to 15.7%, marking the first such change in approximately two years and four months.

This move aligns with a broader consumer trend favoring lower-alcohol drinks. The company stated that the adjustment was made after extensive consumer research, development, and repeated testing. The goal is to preserve the distinct taste of soju while enhancing its drinkability with a cleaner finish.

The "sober curious" culture, where individuals prefer lighter drinking to enjoy alcohol within their limits, is gaining traction. HiteJinro's decision to lower the alcohol content is seen as a direct response to these evolving consumer preferences and drinking habits.

Chamisul, first launched in 1998, has achieved remarkable sales figures, exceeding 41.3 billion bottles as of May. HiteJinro plans further innovations, including a brand-wide renewal in 2024 and packaging improvements for PET products in 2025, to adapt to changing consumer tastes.