7-Eleven Launches 'Ttung-rang-i Beer,' First Craft Beer of the New Year

Seven Eleven celebrates the Year of the Tiger 2022 by partnering with the popular brand 'MUZIKTIGER' to launch the first handcrafted beer of the new year, 'Ttung-rang-i Beer,' featuring the tiger character 'Ttung-rang-i.' Models are introducing 'Ttung-rang-i Beer.'

[Asia Economy Reporter Yuri Kim] Seven Eleven announced on the 29th that to celebrate the Year of the Tiger in 2022, it will collaborate with the popular MZ generation (Millennials + Generation Z) brand 'MUZIKTIGER' to launch the first handcrafted beer of the new year, 'Ttung-rang-i Beer,' featuring the tiger character 'Ttung-rang-i,' on the 31st.

Ttung-rang-i Beer is a witbier made with wheat malt and natural orange extract. It is characterized by fruity aroma and a clean, slightly spicy aftertaste. It combines the rich creamy foam of Belgian White wheat beer with the strong carbonation and fruity aroma typical of Saison beer. It pairs well with chicken, seafood dishes, and cheese.

The package design features an On&Off concept, humorously depicting the Ttung-rang-i character. Inspired by the idea that the beer’s feel and taste can vary depending on the customer's on and off mode, the front of the product shows Ttung-rang-i during a busy day, while the back depicts Ttung-rang-i enjoying a healing beer after work. The alcohol content is 5.3%. It is also available through a promotion where customers can choose 4 cans for 10,000 won.

The convenience store handcrafted beer market continues to grow steadily. This year, Seven Eleven’s handcrafted beer sales have increased by more than 220% compared to the same period last year, and the number of items has doubled to over 20 varieties. In August, the handcrafted beer 'Kya Beer,' launched in collaboration with Baedal Minjok, sold out its initial 250,000 units within two weeks. Subsequent series such as 'Good Beer' and 'Wa Beer' also received positive responses.

Nam Geon-woo, Senior MD of the Beverage and Alcohol Team at Seven Eleven, said, "With the increase of 'hon-sul-jok' (people drinking alone) due to COVID-19 this year, handcrafted beer has firmly established itself as a standout popular product in the convenience store beer market," adding, "We will continue to introduce various products."

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