[Interview] ‘The No.1 Convenience Store’ Beer, Made This Way

Interview with Kim Taekyung, CEO of Amazing Brewing Company

The collaboration craze in the craft beer industry is ongoing. Convenience stores are filled with beers created through partnerships with various brands, and news of collaboration beer releases continues to spread on social media.

Among the collaboration beers pouring out almost daily, there is a product that discerning beer enthusiasts, or 'maekdeok,' have praised as the 'best beer in convenience stores.' It is Jin Lager, created through a collaboration between Amazing Brewing Company and Ottogi. We met Kim Taekyung, CEO of Amazing Brewing Company, who gave birth to Jin Lager, a rich lager highly praised by beer aficionados for its taste and quality.

Q. Please give us a brief introduction.

Hello, I am Kim Taekyung, CEO of Amazing Brewing Company. I worked at P&G and the consulting firm Bain & Company before establishing Amazing Brewing Corporation in 2016.

Q. What kind of company is Amazing Brewing Company?

Founded in 2016 in Seongsu-dong, Amazing Brewing Company produces craft beers true to the craft beer spirit. Starting as a small brewery, we developed various recipes and created over 50 collaboration beers through partnerships with many brands such as Taiwanese brewery Taihu Brewing, Jameson Whiskey, and Ottogi. When it comes to collaboration, diversity, and craft, I believe we are one of the sharpest craft beer companies out there.

Q. What motivated you to start the company?

I'm not someone who drinks a lot, but I liked beer. I disliked bomb drinks like soju mixed with beer at company dinners, but I enjoyed having a can or two of beer alone at home. I even wrote blog posts about beer. While studying in the U.S. to earn my MBA, I discovered the world of craft beer and became deeply fascinated by it. Then, in 2015, when regulations were relaxed to allow external distribution of craft beer, I decided to start the business.

Q. Among Amazing Brewing’s various beers, which one has been most loved by consumers?

The best-selling beer is Jin Lager, made in collaboration with Ottogi. It has sold over 1.5 million cans cumulatively. ‘Seoul Forest’ and ‘Noeul’ have been consistently loved. The IPA beer ‘First Love’ is considered the most edgy product.

Q. Jin Lager was selected as the best craft beer in convenience stores. How does that feel?

I’m glad that it has been recognized for its taste and quality among brewers and ‘maekdeok.’ However, since so many collaboration beers have come out afterward, some people jokingly misunderstand it as a product made just for fun. Overcoming that perception is now a challenge.

Q. What do you think is the key to Jin Lager’s success?

I believe excellent quality is the core success factor. We spent a long time researching to ensure superior quality. It took about nine months just to develop this beer. We worked closely with Ottogi executives on product development and tastings, creating it after much deliberation.

Q. Can you share some behind-the-scenes stories about making Jin Lager?

Jin Lager started from the perception that ‘Korean beers are bland.’ While developing this beer, we looked into the beer styles Koreans prefer and found that they tend to favor malty flavors with savory notes rather than hoppy styles with grassy, pine, or floral aromas. So, we paid homage to popular American craft beers like ‘Yingling’ and ‘Samuel Adams’ to create a rich, malty beer. Because it is a beer with a deep, rich taste rather than a bland one, we named it ‘Jin Lager’ (meaning ‘true’ or ‘genuine’ lager).

Q. What types of alcohol and snacks do you usually prefer?

I mainly enjoy malty lagers like Jin Lager. I occasionally drink IPA, but I find it hard to have more than one glass. For snacks, I prefer aged cheeses like ‘Gouda’ or ‘Manchego.’ Since beer itself contains carbohydrates, I don’t eat crackers, and I have been practicing a vegan diet for nearly three years, so I rarely eat meat.

Q. What is your outlook on the future of the craft beer market?

It’s not very bright. Craft beer’s core is premium quality and diversity, but nowadays, craft beer is being sold a lot in convenience stores, which is somewhat contrary to those characteristics. I have many concerns about this. I hope popular products can be found in convenience stores, while at the same time, pubs and restaurants can introduce a variety of beers. I wish COVID-19 would end soon so that balance can be restored.

Photo courtesy of Amazing Brewing Company