7-Eleven Launches Craft Beer 'Kya Maekju' in Collaboration with Baedal Minjok

Models at 7-Eleven are introducing 'Kya Sori Naneun Maekju (Kya Beer)', created in collaboration with 'Baedal Minjok' (Photo by 7-Eleven).

Utilizing Baedal Minjok Typeface, Lager-Type Craft Beer
OB Beer’s Craft Beer Collaboration Brand 'KBC' Produces

[Asia Economy Reporter Kim Yuri] Seven Eleven and Baedal Minjok have joined forces targeting the convenience store craft beer market.

Seven Eleven announced on the 28th that it has partnered with Baedal Minjok to launch 'Kya Sounding Beer (Kya Beer)' for the peak summer beer season.

Seven Eleven’s 'Kya Beer' is named by visualizing the everyday exclamation "Kya" shouted when taking the first refreshing sip of beer, using Baedal Minjok’s signature typeface (Hanna font). It features Baedal Minjok’s witty phrases and a simple design. The price is 3,500 KRW.

'Kya Beer' is a lager-type craft beer that embodies the unique refreshing and cool taste of beer, characterized by a fragrant yet subtle floral aroma. The bitterness and sweetness harmonize to deliver a clean and refreshing sensation. The packaging also includes fun phrases that evoke the beer’s flavor and food pairing information.

The beer is produced by 'Korea Brewers Collective (KBC)', OB Beer’s specialized craft beer collaboration brand. Seven Eleven explained, "'Kya Beer' is an ambitious product confidently introduced to the fiercely competitive convenience store craft beer market, developed after months of research by Brewmaster Yoon Jung-hoon." Brewmaster Yoon Jung-hoon is a leading Korean brewmaster who serves as a judge at international beer competitions.

In 2017, Seven Eleven signed a mutual business agreement with Woowa Brothers, the operator of Baedal Minjok, to develop differentiated products and services. This craft beer launch is part of that agreement, and Seven Eleven also operates various differentiated products using Baedal Minjok’s phrases and designs across categories such as 'Ordered Cup Coffee', 'Funny Jelly', and 'Because of Nuts'.

Meanwhile, according to Seven Eleven, total beer sales have increased by 30.9% year-on-year through the 27th of this year. Craft beer sales surged by 207.7%. This is attributed to the significant rise in 'homebodies' due to social distancing and heatwaves, as well as the influence of 'home spectators' watching the Olympics at home. Thanks to the popularity of unique collaboration craft beers like Juicy Fresh Beer, Spearmint Beer, and Golbaengi Beer, the sales share of craft beer within Seven Eleven’s domestic beer category has risen from 2.5% in 2018 to over 15% this year.

Nam Geon-woo, Senior MD of Seven Eleven’s Beverage and Alcohol Team, said, "With the revision of the liquor tax law and the home drinking trend, the convenience store craft beer golden age is unfolding. This time, we collaborated with Baedal Minjok and one of the country’s top brewmasters to introduce a differentiated craft beer." He added, "We expect the unique simple design and fun product name to bring fresh enjoyment and interest to the MZ generation in the summer peak beer market."