C1 Soju, the longtime local favorite in Busan, is getting a major update for the first time in 13 years.
Manufacturer Daesun Distillery announced a full renewal of the brand, including changes to alcohol content, ingredients, and packaging.
The biggest change? A reduced alcohol content, dropping from 19% to 18%, in line with shifting consumer preferences toward lighter, lower-alcohol beverages. This move follows the success of Daesun’s lighter 15.9% line, Daesun 159.
The reformulated C1 now includes five amino acids for smoother swallowing and uses xylitol instead of fructose, cutting 20 calories while delivering a crisp, refreshing taste.
Packaging also nods to nostalgia: the revived 90s-style bottle cap and the campaign slogan “Return of a Masterpiece” aim to appeal to both longtime fans and younger drinkers.
Daesun plans to spotlight the product’s lighter, cleaner flavor with slogans like “Refreshing and delicious without burden.”
