[Asia Economy Reporter Kim Yuri] Chung Yong-jin, Vice Chairman of Shinsegae Group, is launching baseball marketing that combines beer following coffee.
Shinsegae Group's convenience store Emart24 announced on the 11th that it plans to release a beer named "SSG Landers Lager," named after the professional baseball team SSG Landers, of which Vice Chairman Chung is the owner. An Emart24 official explained, "We are preparing a new beer product aiming for release this summer," adding, "When you think of baseball, beer comes to mind, and especially in summer, there are more baseball fans looking for beer, so we decided to name it 'SSG Landers Lager'." The beer will be brewed by the craft brewery Playground Brewery.
On the previous day, Vice Chairman Chung posted a draft of beer and wine labeled "Owner," featuring his face, on Instagram, sparking speculation that a new beer product might be launched. A Shinsegae official said regarding this, "We are researching various product developments and marketing using the baseball team," but also drew a line by stating, "(Products like the Owner beer) are still at the idea stage, and nothing has been decided for commercialization."
Earlier, Vice Chairman Chung attracted attention by launching baseball marketing combined with Starbucks coffee. From the 21st to the 23rd of last month, a "Starbucks Day" event was held at Incheon SSG Landers Field. At that time, the "Starbucks Uniform," produced in a limited quantity of 500 sets, sold out quickly both online and offline upon release, gaining popularity. The Starbucks collaboration hats made along with the uniforms also sold out completely both online and offline.
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