Goheung Yujamakgeolli 'Dalbit Yuja' Popularity

Published 15 Mar.2024 10:32(KST)

1.7 Million Bottles Sold Catering to MZ Generation Preferences

Goheung-gun, Jeollanam-do (Governor Gong Young-min) recently announced that the premium yuzu-flavored makgeolli "Dalbit Yuja," made with Goheung-grown premium yuzu by Seoul Jangsu Co., Ltd. (CEO Bae Yoon-sang), surpassed cumulative sales of 1.7 million bottles as of last month, gaining explosive popularity among the MZ generation.

"Dalbit Yuja," which contains the juice of a single Goheung-grown yuzu, is a sophisticated product that modernly reinterprets the traditional image of makgeolli. Made from domestically produced rice, it offers a smooth drinking experience with the fresh aroma and tangy taste of Goheung yuzu simultaneously.

[Photo by Goheung-gun]

Since signing a joint marketing agreement with Seoul Jangsu Co., Ltd., the nation's top makgeolli manufacturer, on October 26 last year, Goheung-gun has been carefully selecting and continuously supplying premium Goheung-grown yuzu raw materials for the production of "Dalbit Yuja" makgeolli.

In particular, Goheung yuzu, which accounts for 60% of the national production, benefits from a mild climate, sea breezes blowing year-round, and the highest amount of sunlight in the country, resulting in excellent quality and aroma that greatly enhance the flavor and prestige of the makgeolli.

Seoul Jangsu Co., Ltd.'s "Dalbit Yuja" makgeolli is sold through various channels nationwide, including convenience stores, discount stores, and general marts. Consumers seeking makgeolli naturally come into contact with Goheung yuzu, thereby increasing the promotional marketing effect for Goheung yuzu as well.

The new design of the trendy drink "Dalbit Yuja," which the MZ generation enjoys these days, is inspired by the round full moon and the round shape of the yellow yuzu fruit. The yellow full moon represents the main ingredient, Goheung-grown yuzu, while the blue cup image conveys the refreshing sensation similar to sparkling wine.

A Goheung-gun official said, "We are pleased that makgeolli using Goheung yuzu is dominating the large traditional liquor market distributed nationwide," adding, "We hope that not only Goheung yuzu but also our county's excellent agricultural products will be discovered and branded as various food and beverage ingredients."

Meanwhile, Dalbit Yuja has also been recognized for its quality, winning the Grand Prize in the overall Takju category at the 2023 Korea Liquor Awards, the Grand Prize in the sterilized Takju category for three consecutive years, and the Minister’s Award at the Korea Rice Processed Products Competition.