IU is the new model of the most popular soju brand 'Chamisul' by Jinro.
According to Jinro, "IU is chosen because of her pure and clean image which the brand is carrying. IU is also loved by mostly "uncle" fans especially those in mid-30 because of her great singing."
Promotional images are released showing IU giving a thumbs up and no.1 sign. Meanwhile, IU is going to start a full pledged advertising activities as well as CF release in December.
Reminder: IU wants you to do moderate drinking.