Via GI Korea, AsiaPundit learns of the new ‘lite’ soju.’:

Doosan Corp. unveiled yesterday its new brand of soju, with a slightly lower alcohol content and a slightly lower price.

Soju is a colorless, nearly tasteless liquor that has become the stuff of lore and legend among foreign residents here. T-shirts available in Itaewon describe "the nine stages of soju," and even many American GIs are leery of the stuff.

But the announcement could lead to questions about whether company officials had been taste-testing their new product a bit too much. The alcohol content in the new brand was reduced from 21 to 20 percent and the price is 70 won (about 7 cents) cheaper than the mainline version.

Han Key-sun of Doosan’s beverage division said the alcoholic content was reduced to cut costs and the savings passed along to consumers who imbibe to forget their economic hardships.

Interesting, in most countries ‘lite’ means low calorie or low in alcohol, as in Australian ‘mid-strength’ beers. In Korea ‘lite’ seems to mean "cheap enough so that the unemployed can drink away their sorrows."

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