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Lotte Chilsung Beverage (005300) just gave its zero-sugar soju, Saero, a fresh makeover—the brand’s first major overhaul aimed at sharpening its competitive edge.
According to industry sources on the 27th, the revamp rolled out in January. While staying true to its zero-sugar promise—a hit with fans of smoother soju—the update focuses on delivering a cleaner, more refined flavor.
It swapped the previous barley-and-rice distillate for a 100% domestically produced rice distillate and introduced five amino acids— including BCAAs, alanine and arginine—to create a fresher, silkier finish.
The packaging got a refresh, too: mint was added to the bottle-cap emblem, label readability was improved, and the Saerogumi character was reworked into a more dynamic image to strengthen the brand’s distinct identity.
To showcase the overhaul, Lotte Chilsung is hosting an experiential pop-up called Saero Central Museum in Seongsu-dong through April 5. Styled like an escape room, the pop-up invites visitors to experience the product’s key features—100% domestic rice distillate, added amino acids, and a 15.7% ABV—through hands-on installations.
Since Saero debuted in September 2022, it has ridden the zero-sugar trend and its smooth finish to rapid success: 50 million bottles sold within four months, 100 million within seven months, and more than 800 million cumulative bottles by the end of last year.
Lotte then expanded the lineup with fruit flavors like Saero Apricot and Saero Darae, broadened the product range, and amplified its brand world with the Saerogumi character and the Saero Dowon pop-up store. That mix of savvy product moves and playful marketing led to wins at major design and advertising awards, underscoring the brand’s competitiveness.
A Lotte Chilsung Beverage spokesperson said Saero, now a trendsetter in Korea’s soju market, will pursue aggressive marketing to evolve from a zero-sugar novelty into a flagship soju representing South Korea.
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