Jung Yong-jin's Baseball Marketing... "After Uniforms, It's Beer"

Two Craft Beers Released One Month After SNS Pre-Release
Refreshing Lager...Fruit-Flavored Pale Ale
Retro Concept Mascot...Fun Added with "Jeokshyeobeoryeo" Phrase

Chung Yong-jin, Vice Chairman of Shinsegae Group.

[Asia Economy Reporter Lim Chun-han] Shinsegae Group is intensifying its baseball marketing linked with the professional baseball team SSG Landers. After extensively opening affiliate stores in their home stadium, SSG Landers Field, and conducting large-scale discount events, they have now launched craft beer products. This comes about a month after Shinsegae Group Vice Chairman Chung Yong-jin posted a draft design of a product called "Owner's Beer" on his social media (SNS).

◆ Chung Yong-jin's 'Baseball Marketing' = Emart24 announced on the 20th that it will release two types of craft beer, 'SSG Landers Lager' and 'Superstars Pale Ale,' on the 22nd. Earlier, on the 10th of last month, Vice Chairman Chung revealed draft designs of beer, soju, and wine products labeled "Owner" alongside his character on SNS. The draft leveraged Chung's position as the owner of the professional baseball team SSG Landers, sparking significant attention at the time and leading to the product launch.

Since acquiring the professional baseball team this year, Vice Chairman Chung has stated his intention to expand business areas by combining distribution and baseball. In particular, he has signaled a showdown with domestic rival Lotte Group. In March, Chung provocatively stated, "(Lotte) cannot connect valuable things such as their core business. We will connect with our core business. They will have to follow us reluctantly," directly challenging Lotte. In practice, Shinsegae Group is conducting extensive baseball marketing by mobilizing group affiliates such as marts, convenience stores, and online malls. Last month, the 'Landersbuck' uniforms and caps, a collaboration between SSG Landers and Starbucks Korea, sold out within three minutes of going on sale on SSG.com.

SSG Landers Lager and Superstars Pale Ale launched by Emart24.

◆ Lager or Pale Ale = The SSG Landers Lager released by Emart24 this time is produced by Playground Brewery, which won the grand prize at the 2019 and 2020 Korea Liquor Awards. It combines the cool refreshment characteristic of lager with the bright tropical fruit aroma provided by hops. On both sides of the SSG Landers Lager can, different designs are applied: one featuring a spaceship-shaped emblem symbolizing the baseball team, and the other showing the mascot Randy holding a beer glass like a trophy. The top of the can includes the phrase "Quench your thirst thrillingly," capturing the refreshing and cool nature of lager.

The Superstars Pale Ale features the mascot of the original baseball team, the Superstars, on the can design. This product was created in collaboration with Kabrew, the pioneer and first-generation craft beer brewery in Korea, fitting the retro concept. The Superstars Pale Ale highlights hop aromas with fruity notes such as orange and grapefruit. The can design includes two different images: one showing the Superstars mascot Superman stepping up to bat, and the other showing Superman smiling brightly while raising a beer glass, adding a fun element. The top of the can bears the phrase "Enjoy the bitterness," characteristic of pale ale.

An Emart24 representative said, "As customers seeking craft beers with diverse flavors are rapidly increasing, we are able to offer differentiated value to franchise stores and customers by introducing various craft beers inspired by SSG Landers," adding, "We plan to continue events featuring various stories and discount benefits."

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