Lotte Liquor
Lotte Liquor (hangul:롯데) is a distiller in South Korea, founded in 1926. It is the world's second leading producer of soju. It also manufactures a variety of other alcoholic beverages including red wine, Kloud beer, and whiskey.
| Founded | 1926 |
|---|---|
| Headquarters | Sincheon-dong, Songpa-gu, Seoul, South Korea |
Key people | Lee jae-hyeok, President |
| Products | soju wine whiskey |
| Website |
Lotte soju is known by the brand name Chumchurum (hangul: 처음처럼). Chumchurum means "like the first time" (pure) in Korean. The bottles are branded with pictures of a Korean magpie and a bud. In South Korea, the magpie is known as a bird that brings good news, and a new bud symbolizes "new" and "beginning".
Chumchurum contains 19.5% of alcohol and is made with alkali water, which give the soju a distinct taste. The company recommends shaking the bottle well before drinking it, for taste – as in the commercial.
Chumchurum is advertised by Korean famous singer Lee Hyori(이효리). From November 2012 the liquor is advertised by Hyuna, Hara & Hyorin.
The company's current president is Jae Hyeok Lee.
Types
Chumchurum
Chumchurum Original
Unlike traditional soju, this soju is made with water with reduced alkalinity. It released in February 2006[1]
Chumchurum Mild
It is slightly lower proof than Chumchurum Original. It also emphasizes a softer, milder taste by adding a rice-based spirit without adding sugar.
It was released in August, 2009.[2]
Chumchurum Strong
It is higher proof than the original. It is made by blending 10-year-old distilled spirits with alkaline reduced water.[3]