Soju with mixture of odd allegations

By Kim Tae-jong

Lotte Chilsung Beverage, the nation`s leading soft drink and liquor company, put an advertisement on the front page of major newspapers Monday in a move to refute the alleged negative health effects of its product as well as national security-related rumors.

The liquor manufacturer has faced controversy over the use of regenerated alkaline water in its low-alcohol soju, Cheoumcheoreom.

Lotte Chilsung Beverage uses the regenerated water, whose acidity level is lower than natural water, as a base for soju, a distilled alcoholic beverage native to Korea,.

Since its first use in 2006, the firm has promoted the benefits of the alkaline water, differentiating its product from other soju brands and emphasizing the higher the pH of water, the better it will be for people’s health.

But some argue that the water is not fit for drinking and is even harmful.

The controversy has recently resurfaced as a cable channel aired a program last March raising allegations that the regenerated alkaline water should not be used as a base for soju as it causes muscle pain and skin reactions.

In response, Lotte Chilsung Berverage immediately denounced the allegations, arguing the cable channel blindly made the claim without any evidence.

With the mounting criticism, the cable channel took down articles and related video clips from its website with a notice, saying “The deletion was due to an unexpected backlash and the necessity to deliver objective facts.”

Despite such measures, more allegations have been made on the Internet, which later led the firm to buy the advertising space in the newspapers.

The advertisement begins by saying, “We are informing people of the obvious truth regarding the vicious slander about Cheoumcheoreom soju,” and argued such claims were all groundless.

The company emphasized the method of using regenerated alkaline water was approved by related government bodies such as the National Tax Service in 2006 and the Korean Food and Drug Administration in 2007.

“We also examine the water every three months to check and maintain its quality even though we are only required to do so every six month under the related law,” the ad said.

It also said there is no need to review the safety of regenerated alkaline water as drinking water because its pH level is within the permitted standard of between pH 5.8 to 8.5.

“Many research organizations from home and abroad have proved the safety of regenerated alkaline water as drinking water and it has been enjoyed in many countries due to its numerous benefits,” it said.

The company also pledged to take stern action against any malicious rumors against its product, adding one person, surnamed Kim, was recently ordered to pay 20 million in damages by the Supreme Court for spreading malicious rumors and was also indicted on defamation charges.

At the end of the ad, the company also refuted rumors that the company financially sponsors people and organizations that are threats to the nation’s security with part of its profits.