Lotte's sugar-free soju Saero to enter European market

South Korea's Lotte Chilsung Beverage Co. is poised to introduce its zero-sugar soju Saero to the European market next month, aiming to expand its global footprint.

Lotte Chilsung Beverage's Chungju Plant No. 2, which manufactures Saero, has recently completed the necessary product reporting for European exports with the Ministry of Food and Drug Safety, industry sources said on Wednesday.

The company plans to launch full-scale exports of Saero to key European markets, including France, Germany, and the Netherlands.

Saero, launched by Lotte Chilsung in September 2022, quickly rose to prominence, achieving cumulative sales of 50 million bottles within four months of its debut and surpassing 100 million bottles in seven months.

The brand recorded over 100 billion won ($72 million) in annual sales last year. In April, Lotte Chilsung Beverage expanded its Saero lineup by introducing a fruit-flavored version, Saero Apricot.

Lotte Chilsung Beverage has been actively pursuing international markets.

It began exporting Saero to Asian countries, including Southeast Asia and Japan, in April of the previous year and entered the US market during the summer.

At the Anuga International Food Fair in Cologne, Germany in October last year, Lotte Chilsung Beverage showcased Saero and Chilsung Cider, garnering positive feedback from attendees.

Write to Hun-Hyoung Ha at hhh@hankyung.com