Alcohol Drink Soju (Chum-Churum)
INCREASING COMPETITIVENESS THROUGH THE USE OF SUPERIOR WATER
Water comprises 80% of soju, and is thus an important factor in determining the taste and quality of soju products. As a result of in-depth research into various water options, Lotte Liquor has chosen alkaline water to be used for the production of its soju products. Alkaline water is characterized by fine water particles and abundant minerals; when used as an ingredient in soju, this produces a smooth taste and a soothing sensation in the throat.
EXCELLENCE OF ALKALINE WATER PROVEN THROUGH RESEARCH
Lotte Liquor converts freshwater from daegwallyeong pass into alkaline water by first using electrolysis to reduce harmful substances contained in the water, then putting the water through the alkalization process. Alkaline water produced in this manner is comprised of fine particles and natural minerals that are rich in active hydrogen.
The excellence of this alkaline water has been proven through academic research, and its benefits to the human body have been discussed at an annual international symposium on functional water that has been held for the past few years; this emphasis on alkaline water has given additional attention to our alkaline soju, "Chum-Churum".
THE SECRET TO THE SPECIAL TASTE OF "CHUM-CHURUM"
To provide an appealing taste and assist consumers in avoiding the negative effects of drinking, "Chum-Churum" includes several special ingredients including: xylitol, which makes the soju taste more refreshing and alanine and and asparagine, which are useful in preventing hangover symptoms. A soothing sensation in the throat is created through the use of the revolving wave method during production, which enhances the degree to which the alkaline water and alcohol combine.
"CHUM-CHURUM" BECOMES SOFTER WHEN SHAKEN
"Chum-Churum", a "soju by different water", brought a new sensation to the soju market. Since its appearance in 2006 as the first soju product with a significantly lengthy name, Chum-Churum has positioned itself as a smooth soju, making the most of its beneficial and invigorating characteristics.
This brand name means that body conditions will be back to normal the day after drinking, referring to the fact that hangovers are prevented due to the use of alkaline water as its key ingredient. in addition, fine water particles that are specific to alkaline water merge closely with the alcohol, resulting in a smooth taste and a soothing feeling in the throat.
We added to the special characteristics and the popularity of "Chum-Churum" by introducing a method of shaking and drinking the product, through a "Shake Campaign".