Korean Soju Brand Launches Ultra-Low-Cost Product Amid Rising Inflation
As the ongoing Middle Eastern conflict drives up prices, a new soju priced at just 990 won per bottle has been introduced. Sunyang Soju launched its Kind Soju 990 on the 1st, releasing 9.9 million bottles. This product is exclusively available in local supermarkets, excluding large marts and convenience stores. Although the company faces a loss on every sale, analysts suggest this move is a strategic effort to gain national recognition for the brand.
According to the liquor industry on the 31st, Sunyang Sojus Kind Soju 990 has an alcohol content of 16% and comes in a 360mL bottle, making it nearly half the price of its competitors. In convenience stores, brands like Chamisul and Cheoeum Cheoreom sell similar 360mL bottles for around 1,900 won, while prices in large supermarkets range from 1,200 to 1,300 won. This ultra-low-cost product is a significant marketing strategy for Sunyang Soju.
With inflation soaring due to the war, consumers are increasingly price-sensitive. The Lee Jae-myung government emphasizes price stability, and Sunyang Soju aims to align with this policy through its low-cost marketing, hoping to generate viral buzz among consumers.
Sunyang Sojus bold move comes as the domestic soju market is heavily skewed. Hite Jinro, with superstar IU as its advertising model, reported sales of 1.522 trillion won from its soju brands, Chamisul and Jinro, last year. Lotte Chilsung also generated 420.3 billion won in sales with their products, Cheoeum Cheoreom and Saemmul. Together, these two companies dominate over 80% of the Korean soju market, making it difficult for regional distilleries to compete directly.
Since last year, Sunyang Soju has been making headlines in the soju industry with its unique marketing strategies. Without the budget to hire superstar models, they have focused on innovative approaches to capture consumer attention and carve out a niche in a competitive market.
According to the liquor industry on the 31st, Sunyang Sojus Kind Soju 990 has an alcohol content of 16% and comes in a 360mL bottle, making it nearly half the price of its competitors. In convenience stores, brands like Chamisul and Cheoeum Cheoreom sell similar 360mL bottles for around 1,900 won, while prices in large supermarkets range from 1,200 to 1,300 won. This ultra-low-cost product is a significant marketing strategy for Sunyang Soju.
With inflation soaring due to the war, consumers are increasingly price-sensitive. The Lee Jae-myung government emphasizes price stability, and Sunyang Soju aims to align with this policy through its low-cost marketing, hoping to generate viral buzz among consumers.
Sunyang Sojus bold move comes as the domestic soju market is heavily skewed. Hite Jinro, with superstar IU as its advertising model, reported sales of 1.522 trillion won from its soju brands, Chamisul and Jinro, last year. Lotte Chilsung also generated 420.3 billion won in sales with their products, Cheoeum Cheoreom and Saemmul. Together, these two companies dominate over 80% of the Korean soju market, making it difficult for regional distilleries to compete directly.
Since last year, Sunyang Soju has been making headlines in the soju industry with its unique marketing strategies. Without the budget to hire superstar models, they have focused on innovative approaches to capture consumer attention and carve out a niche in a competitive market.
Like
0
Upvote0
- PrevNihonshu Korea Unveils Exclusive Dassai Sake at The Hyundai Seoul Pop-Up Store
- NextHighlights from Art Basel Hong Kong 2026: Record Sales and Enthusiastic Crowds
김한*
좋은 뉴스 담아갑니다.
김한*
창업뉴스라고 왔더니 창업에 관련된게 하나도 없네요.
김한*
정말 대책없네요.
No comments yet.