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By Bahk Eun-ji, Lee Han-soo
#Kim So-won, 32, an office worker in Jung-gu, Seoul, used to drink soju with tonic water. She wanted to tone down the alcohol smell and taste. Nowadays, Kim does not use tonic water to make soju milder.
"My friend and I became huge fans of fruit-flavored soju," Kim said. "They do not taste like soju with the fruit flavor, which means we do not have to mix it with other beverages."
#Baek Yong-bin, 52, runs a pub in Sinchon, near Yonsei University, Seoul. These days, he rarely sees customers ordering regular soju or even beer.
"Since fruit-flavored soju has flooded the market, customers who used to order beer have switched to fruit-flavored alcohol," Baek said.
In every bar, restaurant and pub customers are craving fruit-flavored soju. The trend has been nicknamed the "Honey Butter Chip of soju," which compares the beverage with the booming popularity of the snack Honey Butter Chip.
A citron-flavored soju, Soonhari Cheum Cheoreom (meaning "Soft, Like the First"), is leading the way in the lower-alcohol market.
Changing trends
Traditionally, Koreans have reached for a beer to cool down in the summer heat. But recent research shows beer is losing ground to soju, thanks to the growing popularity of flavored drinks.
According to Emart, the nation's leading retailer, soju took up 20.8 percent of total liquor sales in June. The figure marks a 2 percent increase over the same period last year, while beer sales were down 2 percent at 51 percent.
For women customers
Lotte Chilsung Beverage, producer of Soonhari Cheum Cheoreom, said it came up with the idea of the drink for women.
"Most customers said they prefer soju to other alcoholic beverages in terms of lower price, but many are reluctant to drink soju, mainly because of its very unique scent and taste," a Lotte Chilsung Beverage spokesman said.
He said company research since 2013 found women had become important customers because the number of them working had jumped dramatically.
"Women customers showed they prefer fruit-flavored alcohol such as wine and cocktails, but they are reluctant to drink the beverages as they are relatively more expensive," the spokesman said.
"So we came to think about bringing the advantage of soju and fruit-flavored alcohol together to make a totally new product."
Soonhari Cheoeum Cheoreom hit the market in the first half of the year. Its alcohol level is 14 percent, slightly lower than regular Cheoeum Cheoreom at 18 percent. Sales reached 1.3 million bottles in the first month and 10 million bottles in the first two months.
"Me-too" products mushrooming
After the big success of Soonhari Cheoeum Cheoreom, several similar products were released to cash in on the trend.
Muhak Soju, which dominates the South Gyeongsang Province market with a share of more than 70 percent, launched a lineup of the Joeun Day Color Series in May that includes five different flavors: blueberry, citron, grapefruit, peach and pomegranate. The alcohol level is also lower than the regular one at 13.5 percent.
Hite Jinro also launched grapefruit-flavored soju last month, selling 1.15 million bottles on the first day. Hite Jinro once said it was not interested in the fruit-flavored liquor trend.
Kumbokju, the most popular brand in Daegu with Charm Soju, also released citron-flavored soju with 14 percent alcohol in May and two more flavors ― grapefruit and blueberry ― in June.
Beer still fighting
As fruit-flavored soju demand grows, it seems all is lost for other alcoholic beverages. But the beer industry is not giving up without a fight.
Although soju might be bathing in its new glory, beer aficionados die hard. Desperados, the world's first tequila-flavored beer ― made by famous brewer Heineken ― is known in Europe as the beer for parties. But it was hard to find in Korea. Recently, the beer was formally approved and has been imported since December.
People who have tasted it say it has a lime-based tequila flavor while still managing to keep the clear traits of a good beer. Desperados can bought at various markets such as Homeplus, import beer pubs and Bonggu pub.
Sweeten up your drink
Soju may well be the "national drink" in Korea where many appreciate the bitter taste of alcohol. But there are those who still find the taste too strong. The flurry of the fruit-flavored soju products on the market helps but the drink still retains its kick.
You can strengthen the sweetness by changing your shot glass into a candy one. The eccentric shot cups vary from ones made of jelly, an ice cream cone or even cupcake puddings.
These shot cups are the answer for those who secretly desire something to munch on as they drank. For those worried about getting sticky fingers, do not despair, as these shot cups are coated on the outside to prevent them melting or becoming sticky. These shots can be purchased at online sites or simply made at home. This weekend, why not sweeten up your drink using one of these shots. It might be a refreshing change in your party life.
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| Jello shot glass /Screen capture from YouTube |
Recipe for making jello shot glass
Ingredients
500 grams of Gummy bears (worms)
Bowl for melting Gummies
Silicon shot glass mold
Steps
Heat gummies in a microwave for about a minute and 20 seconds (or until liquefied)
Pour melted gummies into mold
Put in the freezer until they solidify
Enjoy!
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