[Drinkit Pick] Happoshu, Reveal Your True Identity!

Beer, But Not Quite Beer:
A Deep Dive Into Korea’s Happoshu Contenders

Editor's NoteSimilar ingredients, identical names! There are so many things to eat, but you just can't decide what to choose, right? Which food will make you famous for having made the best choice? If you're still wondering, follow the picks of the Drinkit editors! We carefully considered all the essential factors for a smart purchase-taste, flavor, price, and more. We even ranked everything after a comprehensive review! Who will take the top spot?

Have you ever heard of happoshu? If this term sounds unfamiliar, you’ve come to the right place. We’re about to break down everything you need to know about happoshu, both in theory and in practice. Happoshu is a beverage made with ingredients and brewing methods different from regular beer, such as corn or soybeans. The key ingredient in beer is malt. While most beers on the market contain over 70% malt, happoshu contains less than 10% malt. For this reason, it is classified as ‘other alcoholic beverages’ under the Liquor Tax Act, and its price is about 60% that of regular beer. In short, it’s still alcohol, but it’s not the same as regular beer.

Now that you know the theory behind happoshu, it’s time for some hands-on experience-let’s taste it. Here are the three happoshu contenders for today’s tasting. This time, the Drinkit team participated, making the evaluation even more objective.

Candidate 1
Filite

What allowed this beer to stand out among countless varieties was its reputation as a ‘cost-effective beer.’ HiteJinro introduced Filite in 2017 as Korea’s first happoshu. The mascot for Filite is an adorable elephant named Philly.

Aroahop isn’t as aromatic as an ale, but it does have a pleasant fragrance. As you drink, you might notice a slight metallic taste. If you like aromatic beers, this is a good choice. Fresh resembles a soju-beer mix (somaek) with a 2:8 ratio, and is very light. Compared to Aroahop, it’s less sour and the alcohol flavor is a bit stronger, likely because it lacks the metallic taste. It is low in carbonation, and all Filite varieties have an alcohol content of 4.5%.

Repurchase Intention: ★★

Candidate 2
FeelGhoood

OB Beer launched ‘FeelGhoood Original’ in 2019, followed by ‘FeelGhoood Extra’ and ‘FeelGhoood Seven.’ As the brand’s mascot became more prominent, FeelGhoood introduced whale characters such as ‘Feelgu’ (blue whale), ‘Tengu’ (green whale), and ‘Chilgu’ (red whale). Recently, the brand released the ‘Good Job Happiness Calendar,’ resonating with and communicating with the MZ generation.

The biggest advantage of FeelGhoood is the wide variety of options. FeelGhoood Original is characterized by its rather bland taste. With moderate carbonation and a smooth mouthfeel, it pairs well with anything. It has an alcohol content of 4.5%. FeelGhoood Extra has even more carbonation than the Original and a richer flavor. Despite its robust taste, its alcohol content is the lowest at 4%. Both are refreshing and light, making them easy to drink. FeelGhoood Seven has a hint of somaek flavor, reminiscent of a well-mixed soju-beer. Its alcohol content is 7%, which is quite high for happoshu. It finishes with a slight alcoholic kick, making it perfect for those looking to get tipsy.

Repurchase Intention: ★★★★

Candidate 3
Let’s Fresh Today

Even if you don’t know what happoshu is, you’ve probably seen or heard of FeelGhoood and Filite. Now, Shinsegae L&B has entered the happoshu market with Let’s Fresh Today (hereafter referred to as Let’s).

Let’s is notable for its slightly tangy flavor. When poured into a glass, it produces a rich foam, which also makes it very smooth. Among today’s contenders, it has the least carbonation-almost none at all. It isn’t bland, and the roasted barley flavor is pronounced. If you like somaek, I highly recommend mixing Let’s with soju. Its texture is similar to wheat beer, making it easy to drink. Its alcohol content is 4.5%, similar to the other happoshu options.

Repurchase Intention: ★★★

The three most important criteria for happoshu are these!

When you want a cold drink after a refreshing evening shower, happoshu is a great choice. If you can’t decide between an ale or a lager, try happoshu-it goes well with anything and is perfect for relieving the day’s stress.

▶ Carbonation: FeelGhoood > Filite > Let’s

▶ Roasted Flavor: Let’s > FeelGhoood > Filite

▶ Most Beer-like: FeelGhoood > Filite > Let’s

Drumroll! Today’s Editor Picks?