Lotte Chilsung Beverage to launch soju-based highball

New soju-based highball, Chum Churum X Pine Eye [Courtesy of Lotte Chilsung Beverage]

Lotte Chilsung Beverage Co., a South Korean liquor and beverage company, announced Monday that it will release a new soju-based ready-to-drink highball, Chum Churum X Pine Eye, later this month.

The 500-milliliter canned product blends Chum Churum soju with the refreshing essence of Pine Eye extract, delivering an alcohol content of 6 degrees.

Scheduled to hit major supermarkets and convenience stores in mid-November, the highball aims to cater to the evolving trends in the beverage market.

“Chum Churum X Pine Eye reflects the recent trend of enjoying distilled spirits such as soju and whiskey mixed with carbonated beverages, juices, and more, in a convenient ready-to-drink highball style,” said an unnamed official from Lotte Chilsung Beverage. “We will actively develop products that align with the diverse trends in the alcoholic beverage market.”

Following the success of its Chum-Churum X Ceylon Tea RTD product launched in September and sold about one million cans by the end of October, Lotte Chilsung Beverage is looking to expand its presence in the market with the introduction of the new highball drink.

In conjunction with the release of the new product, Lotte Chilsung Beverage plans to roll out various promotions tailored for year-end parties.