Fruit-Flavored Soju Is the Answer to Too Bitter Alcoholic Drinks

by Dana Marie / Jul 30, 2015 05:51 AM EDT

(Photo : By:Chung Sung-Jun | Getty Images News) South Koreans sampling wine

Many South Koreans, especially women, like the milder taste of wine. But it's more costly than soju and beer.

Fruit-flavored soju replaces regular soju and beer as the go-to alcoholic drink in South Korea these days. With flavors ranging from citron to blueberry, the new variety has won the hearts of many women - even some men. In fact, pub and bar (as well as restaurant) owners say they seldom receive orders on soju and beer. The demand is so high that it's referred to as the 'Honey Butter Chip of soju', comparing the drink to Honey Butter Chip - a popular snack in the country.

Before the arrival of fruit-flavored soju in stores, Koreans usually buy beer as well as traditional liquors and wines. Now, most people choose fruity alcohol, with citron-flavored Soonhari Cheum Cheoreom - which translates to 'soft, like the first' - as the top choice.

The manufacturer, Lotte Chilsung Beverage, came up with the concept after their market research showed that women - especially those who have jobs - make up a big consumer population.

"Most customers said they prefer soju to other alcoholic beverages in terms of lower price, but many are reluctant to drink soju, mainly because of its very unique scent and taste", says the company's spokesperson. While they like the milder taste of cocktails and wine, these are costly.

So, Lotte Chilsung combined the factors fruity and low price to create Soonhari Cheum Cheoreom. They also lowered the alcohol level to 14%. Introduced in March, it instantly became a big hit, with sales reaching 1.3 million bottles in the first month.

After its success, plenty of similar products appeared. Among these are Muhak Soju's Joeun Day Color Series - comprising the flavors pomegranate, peach, blueberry, grapefruit and citron - with 13.5% alcohol level. Kumbokju has blueberry, grapefruit and citron varieties with 14% alcohol level. Hite Jinro has a grapefruit-flavored variety, which has sold 1.15 million bottles on the day of its release.

The country's leading retailer, Emart, says that soju accounts for 20.8% of the store's overall sales in liquor the previous month. It has increased by 2% compared to June 2014. Beer sales, on the other hand, are down by 2%. Not to worry though because there's good news - Heineken's lime-based, tequila-flavored beer is now available in South Korea. Loyal drinkers can buy it in pubs and markets that offer imported liquor.