CU's premium distilled spirit "Silla-ju," set to launch Wednesday [BGF Retail]
CU's premium distilled spirit "Silla-ju," set to launch Wednesday [BGF Retail]

Convenience store chain CU is set to release a premium distilled spirit that revives a traditional Silla-era liquor in modern form.

CU announced Monday that it will launch "Silla-ju" (375 milliliters), a 20-proof spirit manufactured by Woori Sul Company, on Wednesday. The drink was recreated from historical records of the Silla period and home-brewing recipes passed down in the Gyeongju region. It is made with rice and glutinous rice as a base, with chrysanthemum flowers and wolfberries added for a rich, layered flavor. The product is priced at 18,600 won ($13).

Silla-ju appears in historical texts including "Haedong Yeoksa" and "Jibong Yuseol." Tang dynasty poet Li Shangyin wrote in verse that he feared "the intoxication of a cup of Silla-ju might fade before dawn" — a line that reflects the drink's standing as a refined liquor across East Asia at the time.

CU developed the product in response to growing demand for premium distilled spirits at convenience stores. Sales of distilled soju at CU rose 18.6 percent year-on-year in the January–July period, far outpacing the 7.3 percent growth recorded for regular soju.

Actor Yoo Hae-jin will serve as the brand model for Silla-ju. CU is positioning the product around the concept of "a drink chosen by Yoo Hae-jin, an actor who has drawn 10 million moviegoers," with a pop-up store planned for September. Customers who purchase the product will have the opportunity to attend a signing event with Yoo.

"We have brought back a forgotten Silla traditional liquor with a modern sensibility, grounded in historical records," said Jang Ju-hyeon, a merchandise director on BGF Retail's liquor team. "We will continue to offer customers new drinking experiences through differentiated alcohol products."


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