Jangsu Makgeolli Shedding Its 'Old-Fashioned' Image... The 'Life Makgeolli' Targeting 2030 Preferences

Seoul Jangsu Renewed Release Fresh Makgeolli ‘Insaeng Makgeolli’ Review
Sweet, Refreshing Taste with Trendy Label Design Targeting Young Preferences

[Asia Economy Reporter Choi Saeng-hye] Makgeolli is becoming younger day by day. Shedding the image of "a cheap drink enjoyed by middle-aged and older people in back-alley pubs," it has started to attract the attention of young consumers with lighter alcohol content and trendy bottle designs. Seoul Jangsu Co., Ltd.'s Insaeng Makgeolli, relaunched last month, is a representative of the younger makgeolli. Since its launch in 2018, Insaeng Makgeolli has surpassed cumulative sales of 4.3 million bottles as of April, pioneering the domestic low-alcohol makgeolli market. It is becoming a hot topic among millennials on social networking services (SNS) for its stylish taste and charm.

◇ Label applying 2020 trend colors... Increased diversity with 3 types

The most eye-catching part of the newly dressed Insaeng Makgeolli is its 'design.' The colorful and cute colors and fonts are impressive at a glance. The design, which previously borrowed stained glass, has been replaced and applied with a check pattern inspired by the 2020 trend colors ‘Neo Mint,’ ‘Coral Pink,’ and ‘Saffron Yellow,’ adding trendiness. Compared to the design of Jangsu Makgeolli in the existing green bottle, it is like heaven and earth. The strategy is to approach the younger generation with a new retro sensibility and the older generation with a classic nostalgic sensibility in a more friendly way.

The label comes in as many as three types. Basic (Neo Mint), 2030 (Coral Pink), 4050 (Saffron Yellow), etc., apply generation-specific tailored messages to cover all generations. Even when stocking several bottles in the refrigerator, there is fun in choosing and drinking various types. Seoul Jangsu plans to continuously carry out label marketing every year by applying trend colors and generation-specific empathy messages.

This design change is not only Seoul Jangsu's choice. The entire makgeolli industry is making bottle and label designs younger. Jipyeong Brewery won the favor of young people by reflecting college students' retro-themed works in label designs through a contest. Dokkaebi Brewery’s Dokkaebi Sul broke the traditional liquor image by adding a lovely color and a cute dokkaebi (goblin) face. D.O.K Brewery’s makgeolli features striking colors combined with geometric prints.

◇ Characterized by 5% low alcohol and sweet, clean aftertaste

Originally, most makgeolli insisted on 6% alcohol content, but following Eunchuk Brewery’s Eunja Gol Takbae, Jipyeong Brewery’s Jipyeong Makgeolli, and Kooksoondang’s 100 Billion Probiotic Makgeolli, products with 1% lower alcohol content were consecutively released, opening the era of 5% makgeolli. Insaeng Makgeolli was also launched as a 5% low-alcohol product. Although the 1% difference is not distinctly noticeable in tasting, it feels like you can enjoy it for a long time from early afternoon without getting drunk easily. The hangover burden is also lighter.

This product has been upgraded to a sweeter and fresher taste than the previous one. However, as time passes, the naturally occurring carbonation makes the taste fresh and clean. It feels about midway between Jangsu Makgeolli and Jipyeong Makgeolli. Seoul Jangsu adjusted the moisture content and ratio of rice to complete the golden ratio unique to wheat makgeolli, which produces a refreshing taste as it ferments. In particular, by increasing the rice ratio and using steamed rice called ‘Jeungjami,’ it mainly offers a sweet and fresh taste on the day of production, and as time passes, the naturally rich carbonation provides a fresh and clean aftertaste, according to Seoul Jangsu.

◇ Must be stored upright

Like many makgeolli, Insaeng Makgeolli must be stored upright in the refrigerator. Due to the nature of raw makgeolli, the yeast is alive and the bottle cap itself is a Budzipo cap to allow breathing, so unlike sterilized makgeolli, it must be stored upright.

This content was produced with the assistance of AI translation services.