Craft Beer Pioneer Squeeze Brewery Unveils Summer-Targeted 'Malpyo Bae Ale'

[Asia Economy Honam Reporting Headquarters Reporter Park Jin-hyung] Squeeze Brewery, a leader in craft beer, announced on the 19th that it has released the third installment in the Malpyo beer series, ‘Malpyo Pear Ale,’ following the success of Malpyo beer at the end of last year.

‘Malpyo Pear Ale’ is characterized by the sweet and refreshing flavor of pear that spreads fully in the mouth, along with a clean finish enhanced by a fragrant floral aroma and carbonation.

After months of research and development in the distinctive fruit ale category, they created a pear ale that achieves a perfect balance of taste and aroma.

The Malpyo beer series was first introduced in October 2020 with ‘Malpyo Dark Beer’ and has been regarded as a successful example of retro marketing, paying homage to the nostalgic Malpyo shoe polish design.

It created a huge sensation beyond the MZ generation to the 40s and 50s age groups, selling out 250,000 cans within three days of release and making history by ranking 4th in overall convenience store beer sales?the first time for a craft beer in the industry.

A Squeeze Brewery official stated, “We discovered that beer consumption patterns, which were heavily skewed toward the MZ generation, can sufficiently change through marketing that combines cultural elements,” adding, “We will actively utilize the ‘nostalgic Malpyo’ theme, which both old and new generations have experienced and communicated through, to grow into a beer loved by all age groups.”

Squeeze Brewery analyzed that ‘Malpyo Pear Ale’ will rise as a beer loved by all age groups through marketing that actively uses the ‘nostalgic Malpyo’ theme, which both old and new generations have experienced and communicated through, moving beyond the existing MZ generation.

Kim Dae-heon, CEO of Squeeze Brewery, said, “It is a new type of fruit beer that can captivate the tastes of both the 20s and 30s generation as well as middle-aged and older adults,” and added, “Our goal is to break down the boundaries limited to craft beer one by one through small attempts.”

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