Hoegaarden, Kabrew, Hand and Malt Unveil New Fruit-Flavored Products
Qingdao Launches Non-Alcoholic Beer Highlighting Lager Taste
[Asia Economy Reporter Choi Sunghye] As the summer season fully sets in, the beer industry is actively launching new beer products with diverse flavors and tastes.
According to industry sources on the 28th, Belgian wheat beer Hoegaarden recently released a new product called ‘Hoegaarden Green Grape,’ which features a refreshing green grape flavor. Hoegaarden Green Grape is the fourth special edition following ‘Hoegaarden Yuzu,’ ‘Hoegaarden Lemon,’ and ‘Hoegaarden Cherry,’ which Hoegaarden introduced over the past few years through its brand’s unique spirit of innovation and traditional brewing techniques. Inspired by the leisurely life in green grape vineyards, Green Grape adds the fresh sweetness of green grapes to Hoegaarden’s signature crisp wheat beer taste. The alcohol content is 3.5%, lower than the original Hoegaarden product (4.9%), making it smoother to drink and perfect for slowly enjoying a relaxing moment during the hot summer.
The package design emphasizes a refreshing feel by adding green grape color to Hoegaarden’s signature white tone. A stylish green grape illustration evokes the fresh flavor of green grapes in midsummer.
‘Hoegaarden Green Grape’ was planned and developed entirely in Korea to satisfy the increasingly diverse tastes of domestic consumers. It is brewed using Hoegaarden’s traditional Belgian brewing methods but manufactured exclusively in Korea. The product is available in 500ml cans and can be purchased at major supermarkets nationwide. Starting from the 1st of next month, it will also be available at convenience stores nationwide.
Tsingtao has launched a non-alcoholic beer called ‘Tsingtao Non-Alcoholic.’ Unlike beer-like beverages that only mimic the taste, Tsingtao Non-Alcoholic is brewed using Tsingtao Brewery’s expertise to faithfully replicate the original lager flavor.
Tsingtao Non-Alcoholic is a new product introduced in Korea one year after the Pure Draft (fresh) last year. It uses clean spring water from the Laoshan region and hops grown on dedicated farms to deliver the authentic taste and aroma of lager. The brewing process follows Tsingtao Brewery’s original method, with alcohol removed only at the final stage, preserving the beer’s original flavor. Additionally, it contains more than twice the malt of regular lager beers, maintaining the beer’s deep and rich flavor.
Moreover, it is a low-calorie (63 kcal), fat-free, and cholesterol-free beverage, making it great news for consumers who avoided beer due to exercise, dieting, or other reasons during summer. It is also ideal for those sensitive to alcohol but who want to enjoy social drinking. When poured into a glass, it produces a rich foam with strong retention, providing the full beer experience and feeling despite being non-alcoholic. The alcohol content is 0.05%, and in Korea, beverages with less than 1% alcohol are classified as non-alcoholic.
Tsingtao Non-Alcoholic is available in 330ml bottles and cans, and can first be found on online malls such as Coupang, with plans to expand sales to major supermarkets and other outlets later.
Domestic first-generation craft beer company KaBrew has launched a new canned beer lineup and released its first product, ‘Gumiho Peach Ale.’ Having introduced various craft beers for over 20 years, KaBrew is now targeting the B2C market in earnest with the introduction of the volume-based tax system this year. Last year, the craft beer ‘Gyeongbokgung,’ a collaboration with convenience store GS25, sold over one million cans within six months of launch, and the second collaboration product ‘Namsan’ was released in April, gaining great popularity. Accordingly, KaBrew has launched its own canned beer category, Gumiho Beer, to be sold through retail channels such as convenience stores and supermarkets.
Gumiho Beer is a canned beer product inspired by KaBrew’s brand symbol, the Gumiho (nine-tailed fox), incorporating KaBrew’s unique brewing know-how. Previously sold as draft beer in pubs, KaBrew beer has been developed into a 500ml canned product for easier purchase, with diversified sales channels including major supermarkets and convenience stores.
The first product, Gumiho Peach Ale, differs from typical peach alcoholic beverages that are low in alcohol and very sweet by reducing sweetness while maintaining a standard beer alcohol content (4.5%). It offers a rich peach aroma but is neither heavy nor cloying, making it enjoyable for both men and women even in hot weather.
The can packaging features artwork inspired by the brand symbol Gumiho. The wave shapes spreading from the nine tails of the Gumiho symbolize mystery and the brand identity of diversity, while the strong colors break away from the typical image of peach alcoholic beverages, which are usually represented by feminine pastel tones.
KaBrew collaborated on a music video (MV) with popular musician Ra.D and dance entertainment ‘Kkoreo’ to convey the brand image of seeking unique changes in everyday life. Ra.D’s new song ‘Open it up’ MV encourages challenge and change, depicting an exciting party of people who have overcome their limits, alongside Gumiho Peach Ale.
Gumiho Peach Ale is available nationwide at Emart and Lotte Mart. It is priced at 2,500 KRW, with a promotion offering 4 cans for 9,000 KRW until the 30th of this month.
Domestic craft brewery Hand and Malt has newly introduced a craft beer called ‘A Sip of Pear K?lsch,’ brewed using domestic pears. ‘A Sip of Pear K?lsch’ is a K?lsch-style beer created with the aim of revitalizing local farms that have been struggling due to the COVID-19 pandemic. It uses ‘Meokgol Pears’ from Namyangju, Gyeonggi Province, where Hand and Malt’s brewery is located. Despite their excellent taste and quality, some pears that fall slightly early or are lightly scratched by branches were previously not commercialized. These pears have been meaningfully utilized as ingredients for craft beer rather than being sold to general consumers.
When sipped, the beer offers a nutty and subtle sweetness of malt spreading in the mouth, combined with the sweet aroma of pear, melon, and oriental melon varieties, along with the cool and refreshing flavor of pear. Despite being a top-fermented ale, it also delivers the crisp and clean charm typical of lager beers.
Hand and Malt’s new lineup ‘A Sip of Pear K?lsch’ has an alcohol content of 5.2% and an IBU (bitterness unit) of 23, making it easy for anyone to enjoy. It is produced in a limited quantity of about 190L (approximately 10 kegs or 500 servings) at the brand’s experiential space ‘Hand and Malt Brew Lab’ and can be specially found at Hand and Malt Brew Lab and all Hand and Malt direct stores (Gyeongbokgung branch, Gwanghuimun branch, Songpa branch).
All sales proceeds will be donated in full to support various projects conducted by the ‘National Federation of Organic Farmers in Korea.’
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