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Simsool Alth is a line of raspberry wine that draws on the concept of play or "simsool." The beverage has 3 percent alcohol, very low compared to other fruit wines. 'Alth' is a Korean word for people who cannot handle a lot of alcohol. In Korean, a growing number of people want to fit into a drinking culture but cannot tolerate too much alcohol. Pouch packaging for alcohol is a playful way to help these light-weight drinkers fit in at parties. The pouch is also better suited to online purchase, the product's main sales channel, with less packaging damage incurred during delivery. The product is also very popular for outdoor activities, such as camping.