Nongshim Promotes Traditional Liquor Charm with 'Pear Flavor & Cheonggyul Flavor' Highballs

In-house Startup GoodyWaveClub Launches Traditional Liquor Highball
Contributing to Popularization of Traditional Liquor with Highball Preferred by Younger Generation

Nongshim has launched a highball enjoyed by the MZ generation to support traditional liquor and domestic fruit farmers.

On the 2nd, Nongshim announced that it will release limited editions of the highball “Goody Wave Club Traditional Liquor Highball Pear Flavor,” made using the national intangible cultural heritage traditional liquor “Munbaeju,” and “Goody Wave Club Traditional Liquor Highball Cheonggyul Flavor,” made using Jeju citrus distilled liquor “Misang,” through GS25 convenience stores on the 14th. A highball is a cocktail made by mixing distilled liquor with carbonated drinks and has recently gained popularity mainly among the MZ generation.

Through these two new products, Nongshim plans to introduce the charm of Korean traditional liquor to the younger generation who enjoy highballs. “Munbaeju,” used in the pear-flavored traditional liquor highball, is one of the three major traditional liquors designated as national intangible cultural heritage along with Myeoncheon Dugyeonju and Gyeongju Gyodong Beopju. “Misang,” used in the cheonggyul flavor, is a traditional liquor created by a coalition of over 140 farms in Jeju to promote the consumption of Jeju citrus.

The in-house startup “Traditional Liquor Commercialization Promotion Team,” responsible for launching the products, visited the breweries of “Munbaeju” and “Misang” to explain the concept of the traditional liquor highball targeting the younger generation, successfully securing the supply of the base liquor. Future marketing will also emphasize the appeal of traditional liquor. The pear and cheonggyul concentrates used to enhance the flavor of the highballs are domestically produced, supporting local fruit farmers as well.

The Goody Wave Club Traditional Liquor Highball Pear Flavor is made by adding domestic pear concentrate to Munbaeju, which is brewed using grains such as millet and sorghum but has a unique pear aroma, allowing consumers to enjoy a deep fragrance and subtle sweetness. This is the first highball in Korea made using national intangible cultural heritage traditional liquor.

The Goody Wave Club Traditional Liquor Highball Cheonggyul Flavor is a refreshing product made by adding Jeju cheonggyul concentrate and carbonation to “Misang,” a distilled liquor fermented from 100% Jeju citrus.

To coincide with the launch of the Goody Wave Club Traditional Liquor Highball, Nongshim will collaborate with GS25 convenience stores to operate a pop-up store at “Door to Seongsu” located in Seongsu-dong for 10 days from the 9th to the 18th. The pop-up store will sell “Traditional Liquor Slushy Highballs” made with the new products and will feature Goody Wave Club character goods and a photo zone.

A Nongshim official said, “This product widely promotes the charm of traditional liquor through highballs enjoyed by the younger generation and supports farmers by using domestic ingredients,” adding, “We will continue to make various efforts to raise social interest in traditional liquor.”

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