Lotte Chilsung revives Kaeptin Kyu spirits brand as Caribbean rum after 11 years
In short
Lotte Chilsung Beverage (롯데칠성음료) said on October 8 that it is relaunching Kaeptin Kyu (캪틴큐), a spirits brand popular in South Korea in the 1980s and 1990s, 11 years after it was discontinued in 2015. The new version uses Caribbean rum aged in bourbon and then PX sherry casks, comes in 360 ml bottles at 35% alcohol, and is accompanied by a limited 12,000-set gift package.
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Lotte Chilsung Beverage (롯데칠성음료) said on October 8 that it is bringing back Kaeptin Kyu (캪틴큐), a spirits brand that was popular in South Korea in the 1980s and 1990s, 11 years after it was discontinued in 2015. The relaunched product is made with Caribbean rum, according to the company. [ 1 , 2 , 3 , 4 ]
The rum is first aged in bourbon casks and then further aged in PX sherry casks, which the company said gives it a sweet and smooth taste; Korea Economic Daily identified PX as Pedro Ximénez. Each bottle holds 360 ml and the alcohol content is 35%. Newsis and ZDNet Korea reported that the design uses the bottle shape and dark green colour of the original, while Korea Economic Daily said it keeps the green bottle and the brand's label design. [ 2 , 3 , 4 ]
To mark the relaunch, the company is selling a limited 'treasure chest' (보물상자) package of 12,000 sets, each containing two bottles, a stainless steel glass and a commemorative coin. Of these, 1,980 sets contain a pure-silver commemorative coin of 1.5 don, and the rest contain a model coin, Newsis and ZDNet Korea reported. Korea Economic Daily said the silver coins are placed in sets at random and that the number 1,980 refers to the brand's launch year. The package is sold at large supermarkets and convenience stores. [ 2 , 3 , 4 ]
Korea Economic Daily alone reported that the product will reach major retail channels in stages from the middle of next week, with expected convenience-store prices of 9,900 won for a single bottle and 19,800 won for the limited package. The paper said final prices may vary with each channel's promotions and pricing policy. [ 3 ]
The company said it decided on the relaunch in view of 'newtro' consumer culture, in which past brands are enjoyed in new ways, and demand for reasonably priced liquor. "It is meaningful to bring back Kaeptin Kyu, which consumers have loved for a long time," a company official said, as quoted by Newsis, adding that the company hopes both new consumers and those who remember the brand will enjoy it. Korea Economic Daily quoted an official as saying the company would target both the older generation and younger consumers looking for a different drinking experience. [ 2 , 3 , 4 ]
Kaeptin Kyu was launched in 1980 and became popular for its reasonable price; Chosun Ilbo and Korea Economic Daily said it led the spread of Western-style spirits among ordinary Korean consumers. Accounts of its early sales differ slightly: Chosun Ilbo said about 10 million bottles were sold in the first year, Korea Economic Daily said more than 10 million, ZDNet Korea said 10 million within a year, and Newsis said 10 million by 1981. A 180 ml portable version followed in 1985. Newsis and Korea Economic Daily said the brand continued to be mentioned in video content and on social media after it was discontinued. [ 1 , 2 , 3 , 4 ]
Why it matters
The company said the relaunch responds to 'newtro' consumption of revived old brands and to demand for reasonably priced liquor. Coverage came mainly from business outlets, which treated it as a product launch aimed at both older consumers who remember the brand and younger drinkers.
Key facts
- Lotte Chilsung Beverage is relaunching Kaeptin Kyu, a spirits brand first launched in 1980, 11 years after it was discontinued. [ 1 , 2 , 3 , 4 ]
- The brand was discontinued in 2015. [ 2 , 3 , 4 ]
- The new Kaeptin Kyu is made from Caribbean rum, first aged in bourbon casks and then further aged in PX sherry casks. [ 2 , 3 , 4 ]
- The bottle holds 360 ml and the alcohol content is 35%. [ 2 , 3 , 4 ]
- A limited 'treasure chest' (보물상자) package of 12,000 sets contains two bottles, a stainless steel glass and a commemorative coin; 1,980 of the sets contain a pure-silver coin of 1.5 don. [ 2 , 3 , 4 ]
- The package is sold through large supermarkets and convenience stores. [ 2 , 3 , 4 ]
- A 180 ml portable version of the original was introduced in 1985. [ 1 , 2 , 3 ]
Confirmed by several sources
- Lotte Chilsung Beverage is relaunching the Kaeptin Kyu brand, first launched in 1980, after 11 years off the market. [ 1 , 2 , 3 , 4 ]
- The brand was discontinued in 2015. [ 2 , 3 , 4 ]
- The new product uses Caribbean rum aged in bourbon casks and then PX sherry casks. [ 2 , 3 , 4 ]
- The bottle is 360 ml with 35% alcohol. [ 2 , 3 , 4 ]
- A limited package of 12,000 sets with two bottles, a stainless steel glass and a commemorative coin will be sold at large supermarkets and convenience stores, with 1,980 sets containing a pure-silver coin. [ 2 , 3 , 4 ]
- A 180 ml version was introduced in 1985. [ 1 , 2 , 3 ]
Still unclear
- Retail prices of 9,900 won per bottle and 19,800 won per package, and arrival in stores from the middle of next week. Reported only by Korea Economic Daily, which described the prices as expected and said final prices may vary by channel.
- How many bottles the original sold in its first year, and over what period. Outlets differ: about 10 million in the first year, more than 10 million in the first year, 10 million within a year, or 10 million by 1981.