BBQ Launches Craft Beer

Constructing an In-House Brewery in Icheon, Gyeonggi-do

[Asia Economy Reporter Choi Saeng-hye] Genesis BBQ has partnered with Microbrewery Korea, the operator of 'Octoberfest,' to develop six types of 'BBQ Beer,' marking the first time a domestic chicken franchise has launched its own craft beer brand.

As domestic consumers' awareness and preference for craft beer have increased, BBQ collaborated with Microbrewery Korea from last summer until early this year to develop craft beers that pair well with BBQ chicken. As a result, they developed six varieties: 'BBQ Helles,' 'BBQ Weizen,' 'BBQ Dunkel,' 'BBQ IPA,' 'BBQ GPA,' and 'BBQ Pilsner.'

Microbrewery Korea, which participated in the development of BBQ Beer, is the first company in Korea to hold a craft beer license and has been operating the house beer restaurant 'Octoberfest' since 2002.

Genesis BBQ is currently constructing its own brewing factory in Icheon, Gyeonggi Province, to facilitate smooth craft beer business operations. After completion in 2021, it will be able to produce beer independently.

BBQ expects that the introduction of its own brand craft beer will contribute to increased sales and profits for its family (franchise) stores and receive strong responses from consumers who want to enjoy chicken with premium craft beer.

In particular, with the normalization of non-face-to-face consumption due to the COVID-19 pandemic and the government's announcement of the 'Liquor Regulation Improvement Plan' in May, which clarified standards for liquor delivery in restaurants, demand for packaged liquor sales is also expected to expand. Therefore, once craft beer supply is established, the domestic craft beer market size, estimated at about 60 billion won in 2018 and about 150 billion won in 2022, is expected to grow significantly.

A BBQ official stated, "Since chicken and beer are an inseparable combination, we have strived to develop premium craft beers that pair well with BBQ chicken made using olive oil," adding, "Starting with directly managed stores and the non-face-to-face packaging delivery specialized store, BBQ Smart Kitchen, we will gradually expand the number of stores offering beer."