Convenience-store chain CU is rolling out 18 new pouch-drink varieties under its in-house brand, Delaffe, beginning on the 11th — a move aimed at both budget-conscious shoppers and premium-seekers. Delaffe, a consistent bestseller that sells roughly 150 million units a year, will hit stores in phases from that date.
Delaffe made its name by being easy to pour over cup ice and by being affordable, becoming shorthand for Korea’s convenience-store drink culture. This year CU’s strategy centers on three pillars: everyday value picks, trend-led mixology, and premium specialty coffee — a deliberate effort to deliver a café-level moment inside the store, not just quick thirst relief.
To ease consumer pressure amid persistent high prices in 2026, CU revamped its pricing. Its five top sellers — Black Americano, Peach Iced Tea, Hazelnut, Sweet Americano, and Blue Lemonade — are all priced at just 900 KRW (about $0.68). Even with cup ice, those drinks come in at roughly 1,500 KRW (about $1.13), giving CU a dramatic price edge over typical coffee shops.
CU also moved away from a one-size-fits-all, large-format approach, shifting its core lineup to a 230 ml (about 7.8 fl oz) pack so shoppers can sample more flavors without commitment. Popular items like Black Americano remain available in 500 ml (about 16.9 fl oz) sizes to keep options flexible.
On the production side, CU has embraced HPP (High Pressure Processing), a non-thermal, ultra-high-pressure sterilization method that kills microbes while preserving fresh taste and nutrients. The watermelon ade is a standout example, keeping the fruit’s natural flavor and aroma because it isn’t exposed to heat.
The new lineup also leans into mixology trends popular with younger consumers — think “A-shot-chu” (iced tea with an extra espresso shot), “A-mang-chu” (iced tea with mango chunks), and matcha lemonade. A barley-based coffee alternative that recreates coffee flavor targets health-minded “healthy-pleasure” shoppers looking for something different.
Responding to the expanding premium coffee market, CU beefed up its specialty offerings with three pouch coffees made from high-end beans — Blue Mountain, Hawaiian Kona, and Geisha — reflecting shoppers’ growing desire to choose origin-driven, high-quality beans even at convenience stores. Delaffe has also shown promising overseas results: in Hawaii, it helped drive cup-ice sales to No. 1 in CU stores, underscoring the global competitiveness of Korean convenience-store beverages.
BGF Retail’s beverage team says Delaffe has evolved from a pure value play into a café-style lineup that blends trends with premium choices. CU’s iced-drink sales have posted double-digit growth year after year: 10.3% in 2023, 12.4% in 2024, and 11.0% in 2025.
CU plans to use this launch to cement its share of the summer beverage market. With summers getting longer and outdoor activities on the rise, demand for pouch drinks is expected to hit an all-time high in 2026.
The industry’s shared strategy is to keep rolling out standout products that act as everyday respites and to evolve convenience stores from simple retailers into lifestyle hubs. Delaffe’s makeover is a clear example of that shift. Consumers can find the refreshed Delaffe series at CU stores nationwide starting on the 11th.
※ We clarify that this article is not written as advertising.
Your daily personal horoscope report! How will your day go?
