"This Summer's Craft Beer War Begins" CU Launches 'Nodongju' Exclusively

Amazing Brewing Company Collaborates with SLL DLAB
Premium Pilsner Beer with Floral Aroma Without Sweeteners or Flavorings
Craft Beer Sales Share Among Customers in Their 40s Up 10%
CU Prepares Over 10 Craft Beers This Month

CU, 'Nodongju'.

[Asia Economy Reporter Yuri Kim] BGF Retail announced on the 8th that it has exclusively launched the craft beer "Nodongju" in collaboration with the popular web variety show "Workman" and Amazing Brewing Company.

Amazing Brewing and Workman first connected in January through the episode "Workman ? Part-time Job at a Craft Beer Factory," featuring Jang Sung-kyu, Oh My Girl's Hyojung, and Kim Giri. After the content surpassed 2.33 million views and received great response, the two companies jointly planned "Nodongju," targeting the 20s and 30s demographic, which is their main subscriber and consumer base.

Nodongju is a pilsner beer characterized by its refreshing golden color, designed for tired office workers to enjoy lightly and coolly after work. Using pilsner malt, it offers a nutty and sweet flavor, with deeper richness and bitterness compared to pale lagers. It contains no sweeteners or flavor enhancers and uses European noble hops to provide floral and herbal aromas.

The package design reflects the identity of Workman. The visual designer of the web variety show Workman participated in designing the beer can, and a QR code is included on the back of the package, which can be scanned with a mobile phone camera to link directly to the YouTube Workman channel.

Starting next month, events targeting Nodongju purchasers will be held sequentially in collaboration with IBK Industrial Bank and the drinking metaverse service "Jjan."

CU is preparing to launch over 10 types of craft beers this month alone to actively target the peak beer season in line with the growing popularity of the craft beer market. According to CU, beer sales from May 1 to 6 increased by 15.9% compared to the same period last year. Craft beer sales surged by 159.5%. Thanks to the strong sales of craft beer, the sales ratio of imported beer to domestic beer widened to about 65% to 35% as of this month.

By location, craft beer sales showed high growth rates in parks (3 times), offices (1.7 times), and entertainment districts (1.2 times), and the customer age group is also expanding, with the sales proportion of customers in their 40s surpassing 10% (11.7%).

Lee Seung-taek, MD of the Beverage Food Team at BGF Retail, said, "With the goal of becoming a craft beer pub that customers can easily visit anytime, we are releasing products exclusively available at CU." He added, "Going forward, CU plans to introduce unique products that satisfy the increasingly diverse tastes of customers in collaboration with excellent domestic breweries."

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