Lotte Chilsung Beverage Company is beginning a new transformation for 'Chum Churum' soju.
According to News1 on January 8th, Lotte Chilsun Beverage Company will decrease the alcohol level for 'Chum Churum' soju from 16.9 degrees to 16.5 degrees. This is the first change in one year two months since November of 2019.
The new product with a lower alcohol degree will begin production in mid-January of this year and will be on sale from February.
Also, Lotte Chilsung Beverage Company stated they have selected a new model for 'Chum Churum' after the contract with Suzy expired in the past November. Suzy has been the face of 'Chum Churum' soju for four years as she was selected as the model for the brand back in 2016.
Previously in March of last year, Lotte Chilsung Beverage Company collaborated with rapper Yumdda to introduce 'Chum Churum Flex' which had the alcohol degree lowered to 16.7.
At the time, the liquor industry predicted that it would be difficult to lower the alcohol degree further than 'Chum Churum Flex.'
However, Lotte Chilsung Beverage Company decided to lower the alcohol degree of 'Chum Churum' to 16.5 because of the recent increase in the number of people who enjoy drinking alone at home.