롯데칠성음료가 1980년 출시된 ‘캡틴큐’를 새롭게 선보이며, 한정판을 통해 수집 문화에 새로운 바람을 불어넣다. 전통적인 양주와는 별개인 마케팅이 아니라, 구전형의 캐릭터와 재구성한 디자인으로 소비자들의 시선과 호기심을 동시에 자극한다.
Cap’n Qu 360 ml two‑bottle set includes a stainless steel lid and is limited to 12 000 sets at a price of ₩19,800. Each set contains about 1.5 tongs (≈15,000 ₩) of pure coinage, which accounts for 16.5% of the total packaging value. Because buyers cannot know what coins are inside before purchase, consumers get to experience “coin‑finding” by opening the box and seeing the actual coins.
Between the 9th and 16th of this month, searches for Cap’n Qu on the SeBaeIlReBe app exceeded 300 000 hits, representing 15% of all coin‑search traffic. Accordingly, SeBaeIlReBe sold out all 1 300 sets in advance order, while CU sold about 1 200 sets at launch price. GS25 reported that 98% of the 14th–19th‑day inventory was sold.
Cap’n Qu’s relaunch uses a “coin‑box” marketing technique. The brand revives its old green bottle and label while the new product uses character‑based, original color to mature in a vintage barrel before adding it into a PX‑style barrel for further aging. Alcohol content is set at 35 %, and marketing leverages strong emotional resonance.
Thus, this limited edition with coins simultaneously revitalizes collecting culture and high‑end market, becoming a moment that re‑ignites the brand’s history. Cap’n Qu relaunch is evaluated as an example of revamping an old brand to fit contemporary consumption habits.