"Bokyeonggam" is Geum Bok Ju's symbolic character, seated atop a liquor barrel holding a liquor pouch in his left and a club for the wealthy in his right. He embodies the figure of "Pudai Heshang, " who lived a life of sharing, and carries the meaning of "bringing blessings and good fortune to humanity widely based on a spirit of compassion." While making a lasting impression on consumers with this character, the company has also captivated their palates with its quality. The late Chairman Kim Hong-sik, the founder of Geum Bok Ju established in 1957, emphasized during his lifetime, "Alcohol is food, and among all things, it is the most luxurious; therefore, producing a product without sincerity is a sacrilege against the customer." For well over 60 years, Geum Bok Ju has inherited this spirit and continues to pursue a philosophy of "quality first."

'ZERO2', released in September 2022, is receiving an enthusiastic response, with 1.5 million bottles sold in just one month. As it is a new product released after three years, it must feel quite special.

Zero Two set the goal of “being unconditionally different from existing soju.” It was a commitment to differentiate itself from Geum Bok Ju’s previous products in every aspect, from naming and packaging to liquor quality . Each department collaborated, conducting extensive research over a long period and dedicating significant effort. Finally, breaking the stereotype that “soju comes in green bottles” that had persisted for nearly 30 years, we created a new slim, transparent bottle and completed our visual identity with a simple black and white concept. We further enhanced the quality of Zero Two through large-scale liquor quality tests conducted across various sectors.

I heard that the 'Zero Two' pop-up store held with The Hyundai Daegu last October was packed with people.

As this was the first official event following the launch of Zero Two, I was excited, but I was also quite worried since it was the first event of its kind for a local soju brand. However, contrary to my concerns, many customers visited the store from the very first day of opening, and we received great support and interest. Typically, the total daily soju sales at a department store are 20 to 30 bottles, but we sold a total of 4,000 bottles of Zero Two during the ten days the pop-up store was open. Thanks to this, I have gained a little more confidence.

Zero Two is distilled soju. How is it different from conventional diluted soju?

Distilled soju is produced through single-stage distillation, whereas diluted soju is produced through continuous distillation. Distilled soju is produced using a traditional method of distilling Cheongju, the clear portion of Makgeolli; it has a high alcohol content and is more expensive than diluted soju. On the other hand, diluted soju is made by diluting water with ethanol (95% alcohol or higher) obtained by refining grain raw materials using a still; it is a more common and popular product than distilled soju. As the alcohol content of diluted soju has gradually decreased, it has become difficult to differentiate the taste, and distilled soju compensates for this drawback.

Another feature is that it is the first in Korea to use a mixture of two distilled spirits made from glutinous rice and regular rice.

While rice distillate is typically used, Zero Two is the first to blend glutinous rice distillate. Since Gyeongju Beopju, a subsidiary of Geum Bok Ju, possesses the technology to produce fermented liquor using glutinous rice, we were able to fully utilize that expertise. The most significant feature is that we eliminated the characteristic alcohol aroma of soju by blending the two distillates—rice and glutinous rice—in an optimal ratio. Consumer reviews also continue to describe it as a refreshing and clear liquor that leaves no hangover.

What was the reason Geumbokju, which used to produce soju, established the Gyeongju Beopju affiliate to produce traditional liquor?

The government's declaration in the 1970s to "create a national liquor representing our country" marked the beginning of the birth of Gyeongju Beopju. Prior to that, the production of alcohol from rice was prohibited under the Grain Management Act, and the lineage of traditional liquor was largely severed during the Japanese colonial period. At the time, the National Tax Service selected Geumbokju as the company to produce a fermented liquor worthy of representing the nation, and Gyeongju, with its fertile land and excellent water, caught their eye as a region.

Unlike soju, it seems it would have been difficult to brew this liquor with the technology of the past.

Fortunately, we were able to perfect the brewing method through a few families in the Gyeongju region who had inherited the technique. It was even classified as a premium medicinal liquor, distinct from existing medicinal liquors, and since then, Gyeongju Beopju has become the country's representative national liquor. Even today, 'Gyeongju Beopju Cho Teukseon,' targeting the top 1% of consumers, is a rare liquor produced in a limited run of 10,000 bottles, where supply cannot keep up with demand.

You must be experiencing the changing trends in the soju market firsthand. What are the differences between the needs of consumers in the past and present?

Looking back at the history of soju, there was a time when its alcohol content reached 35%. The alcohol content has gradually decreased, and now the standard alcohol content is 16.5%. The trend of lowering alcohol content in the liquor market, which shuns high-alcohol spirits, has continued due to the spread of a health-conscious well-being culture and the growth of the beer and mid-to-low-priced wine markets from various countries. Furthermore, there is a growing preference for sugar-free options. Accordingly, Zero Two also does not use fructose, and has created a sufficiently smooth and easy-to-drink liquor relying solely on the sweetness of glutinous rice.

Geumbokju showcases a diverse spectrum of soju, ranging from long-term aging in oak barrels to blending in sweet potato distillate. While they also have the Gyeongju Beopju line, Geumbokju has dedicated itself to soju for nearly 70 years. What is the appeal of soju to you, Mr. CEO?

While there are hundreds of varieties of fermented and distilled spirits in Korea, I take pride in the fact that soju is the cleanest among them. There is a misconception that it is a chemically produced liquor, but this is a false perception; I believe soju is the purest grain-based spirit. It also offers relatively good value for money. Geum Bok Ju’s Zero Two is priced in the 1,000 won range, despite being a premium soju. While this pricing is possible due to the company's scale, my primary motivation is to expand the niche consumer base for premium soju and popularize it. After all, soju should be a drink that every citizen can enjoy anytime without any burden.

Maker's Pick

3 Soju Products Geum Bok Ju Is Confident In

Geumbokju

A Brandnew product of Geum Bok Ju, launched in 1963. Reflecting the changing needs of consumers, the smooth and clean taste has been further enhanced. The product's quality has been elevated by maximizing the 'Geum Bok Ju' brand identity through a sophisticated package design featuring a gold-colored cap with a retro vibe and a plated label.

Zero Two

It was launched with the slogan, "Life is too precious to grow old fighting. Stop the battle and Zero Two!" Reflecting the consumer trend of prioritizing health through zero fructose, it allows you to enjoy a light body and a smoother finish. By being the first in Korea to blend two distilled spirits—domestically produced glutinous rice and regular rice—in an optimal ratio, it achieves a distinctive taste unique to Zero Two that is authentically soju yet smooth and clean.

A clean morning, truly

It embodies the meaning of "for a clean morning with truly good people." By using high-purity purified water and adding natural ingredients such as thaumatin—obtained by extracting and refining the fruit of *Taumatococcus danielii*, which grows naturally in tropical rainforests—and erythritol, which offers excellent refreshing sensation, it provides a smooth and clean finish.