[Distribution Hot People] The 'Real Taste' of Beer Made with Domestic Rice... Why Hanmaek is Special

Yang Woo-cheon, OB Beer Gwangju Plant Manager

Producing Budweiser since 2006
Connection with rice-based beer
Ilmi variety milled and brewed same day
Proud of rich and smooth taste
70% repurchase intention, 100% purchase rate

[Asia Economy Reporter Lim Hye-seon] It has been six months since OB Beer launched the lager ‘Hanmaek’ on the market. The project, which started with the idea of ‘what if there was a lager that suits the Korean palate,’ has borne fruit. Domestic rice was used along with malt and starch. The alcohol content is 4.6%, which is 0.1% higher than Cass. Did Hanmaek, which aims to be a representative lager beer of Korea, receive a passing grade?

Rice in Beer?

Yang Woo-cheon, head of OB Beer’s Gwangju factory, said, "Using rice in beer may seem somewhat unfamiliar, but consumer surveys showed that about 70% of customers intended to repurchase Hanmaek," adding, "The wholesale purchase rate has also reached 100%, so it is a passing grade for now." Adding rice to beer softens the bitterness.

Mr. Yang chose rice to create a beer that suits the Korean palate and participated in the development and production of Hanmaek by establishing production facilities at the Gwangju factory. He explained, "The biggest challenge in developing Hanmaek was the raw material, rice," and added, "Although we decided to use rice to make a beer that suits Korean tastes, there were difficulties in quality control and the manufacturing process."

The process of making Hanmaek takes more than twice as long as regular products. Mr. Yang said, "We put a lot of effort into balancing the taste," and explained, "If the rice content is high, the unique heavy flavor from barley malt decreases, and if it is low, the characteristic clean and smooth finish is reduced, so we conducted countless tests to find the optimal raw material blend."

Same-day Milling, Same-day Production

Hanmaek uses the ‘Ilmi’ rice variety. Mr. Yang selected regions where rice could be supplied within two hours from the rice production site to the beer factory to minimize transportation time and prevent oxidation of the rice. A system was also established to receive freshly milled rice from the agricultural cooperative every week.

Mr. Yang’s daily routine starts with visually inspecting the quality of the delivered rice and tasting a glass of Hanmaek. He said, "If the taste of Hanmaek differs from the previous day, I analyze why it is different, and if the taste is better, I understand why it is better," adding, "I also test the taste of the water and hops used in Hanmaek production every day without fail."

Regarding the difference from OB Beer’s flagship beer ‘All New Cass,’ he explained, "Cass is characterized by a sharp, refreshing, and clean taste," and "Hanmaek boasts a rich and smooth flavor." What is the best way to enjoy Hanmaek? Mr. Yang said, "Hanmaek tastes best at 6 to 8 degrees Celsius with about one-third foam," and added, "Since Hanmaek has a smooth finish, drinking it all at once after pouring it into a glass allows you to fully appreciate the harmony of Hanmaek’s taste."

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