Celebrities have played a role in popularizing a soju cocktail called the “pine needle drink,” which incorporates pine needle, soju, sparkling water, and lemon. (Image courtesy of Lotte Chilsung Beverage)
SEOUL, June 28 (Korea Bizwire) — As the MZ generation’s interest in soju cocktails continues to rise, beverage companies are reaping the rewards of their sales strategies that capitalize on this trend.
The prevalence of soju cocktail culture, combined with the growing trend of mixed drinking and home consumption due to the corona pandemic, has led to an increasing popularity of cost-effective cocktail bases like Sol’s Eye.
The pandemic has brought about a shift in the drinking culture, emphasizing the importance of “taste.” While previously, strong alcoholic beverages that could be consumed quickly were popular, the culture is now evolving.
A new trend, known as “Healthy Pleasure,” has emerged in the liquor market, which seeks to combine health management with pleasure.
Lotte Chilsung Beverage recently reported a surge in sales of Sol’s Eye following the introduction of a 500-milliliter bottle last year, as well as the rising popularity of soju cocktails.
Celebrities have played a role in popularizing a soju cocktail called the “pine needle drink,” which incorporates pine needle, soju, sparkling water, and lemon.
Additionally, highballs made with pine needle, whiskey, and tonic water have also contributed to increased sales. Word-of-mouth has highlighted the refreshing grassy aroma of the pine needle, which enhances the overall flavor of the drink.
Sol’s Eye is an established brand that has been available for 29 years since its launch in 1995. It contains Swiss pine bud extract and offers a refreshing pine scent that immediately fills the mouth, providing a cooling sensation.
Previously, the brand sold 15 million cans annually until 2021 (based on 240ml cans). However, last year witnessed a significant increase in sales, reaching 25 million cans (based on 240ml cans), reflecting a year-on-year growth of approximately 70%.
This boost can be attributed to the introduction of a 500ml PET product and the surging popularity of soju cocktails mixed with pine buds.
“”The mixology trend, which involves blending alcohol and beverages according to one’s taste preferences, has contributed to increased sales of Sol’e Eye.” said an official with Lotte Chilsung Beverage
Lotte Chilsung Beverage anticipates that the 500ml PET product, which sold 4 million units through convenience stores and online channels last year, will maintain its popularity as it becomes available in all channels, including retail stores and hypermarkets, since May this year.
A representative from Lotte Chilsung Beverage expressed, “The mixology trend, which involves blending alcohol and beverages according to one’s taste preferences, has contributed to increased sales as Sol’s Eye is used in various ways, infusing vitality into the brand.”
They further added, “We hope that people will enjoy a refreshing and delightful daily life with Sol’s Eye, especially during the hot summer.”
Lina Jang (linajang@koreabizwire.com)
