Seven Eleven Launches Local Fruit Wine Utilizing Regional Specialty Products for Community Win-Win

On the 15th, Seven Eleven announced the launch of local specialty-based regional cooperative alcoholic beverages, 'Yosaeroje' (left) and 'Dureang Geobong Wine'.

[Asia Economy Reporter Seungjin Lee] Seven Eleven announced on the 15th that it will launch local cooperative alcoholic beverage products utilizing regional specialties. This initiative was planned to support local breweries struggling to secure sales channels due to the cancellation of scheduled local festivals amid the prolonged COVID-19 pandemic.

The products planned by Seven Eleven use representative local specialties from the Chungju and Cheonan regions, apples and grapes, respectively, and include two types: ‘Yosae Ros?’ and ‘Dureang Geobong Wine.’

First, ‘Yosae Ros? (750ml, 17,000 KRW)’ is an apple cider produced by the brewing startup ‘Dancing Cider Company,’ made using Chungju apples, a representative specialty of the Chungju area. It features a sweet yet refreshing taste and aroma by adding omija berries and raspberries to Chungju apples. The alcohol content is 6.4%, making it light and easy to enjoy without burden.

‘Dureang Geobong Wine (750ml, 22,000 KRW)’ is a red wine made from Geobong grapes, a specialty of Cheonan, characterized by a subtle and tangy Geobong grape aroma. ‘Dureyangjo,’ the producer of ‘Dureang Geobong Wine,’ was established in 2000 as a corporation with 30 farmers from Cheonan who cultivate Geobong grapes as cooperative members. Since then, it has produced red wine, distilled spirits, brandy, and more using Geobong grapes. In 2017, it was recognized for its excellent quality and value by winning the grand prize in the miscellaneous liquor category at the ‘Korea Traditional Liquor Competition.’

Meanwhile, as COVID-19 prolongs, more people are refraining from going out and year-end gatherings, increasing the number of home drinkers enjoying alcohol at home. According to Seven Eleven, liquor sales from December 1 to 14, when COVID-19 began to spread again in earnest, increased by up to twice compared to the same period last year.

In particular, as more home drinkers seek to enjoy the year-end atmosphere lightly and without burden at home, wine sales grew the most significantly (166.9%), and fruit wine sales also increased substantially (97.6%). It is analyzed that the demand from home drinkers has concentrated at nearby convenience stores due to strengthened social distancing measures, making staying home and local shopping the norm.

Oh Ming-guk, head of the beverage and liquor team at Seven Eleven, said, “As the home drinking culture spreads, the number of consumers seeking diverse flavors in the liquor market is increasing. We will continue to introduce alcoholic beverage products using local specialties to pioneer sales channels for local breweries and revitalize the regional economy.”

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