[Report] "No to Ordinary Drinks" Seoul Bar & Spirit Show Meets 'New World Spirits'

2nd Edition of '2022 Seoul Bar Show' Hits, Featuring 157 Alcohol-Related Brands
Explore the Latest Domestic and International Alcohol and Bar Trends
Experience Signature Cocktails from Top Domestic Bars at the 'Infinity Bar'

The '2022 Seoul Bar & Spirit Show' is being held at COEX in Samseong-dong, Seoul, until the 17th.

[Asia Economy Reporter Eunmo Koo] “When I think of whiskey, I only thought of Scotland or the United States, but I didn’t realize that whiskey is made in so many regions.”

The ‘2022 Seoul Bar & Spirit Show,’ which opened on the 15th at COEX in Samseong-dong, Seoul, was an event where visitors could explore and experience the latest trends in the liquor industry and culture. The exhibition, held over three days until the 17th, features 157 liquor-related brands including whiskey, cognac, gin, rum, and vodka, meeting industry professionals and visitors.

The liquor that attracted the most attention on the first day of the exhibition was undoubtedly whiskey, the representative spirit. The first things to catch the eye at the event were the large booths of whiskey companies and importers, elaborately decorated with various concepts. Metabev Korea, which imports GlenAllachie and others, showcased products from countries relatively less known for whiskey under the slogan ‘New World Whiskey,’ including Israel’s ‘Milk & Honey,’ Denmark’s ‘Stauning,’ and Australia’s ‘Starward.’

Visitors are tasting whiskey at the 'Metabev Korea' booth, designed with an airport departure lounge concept.

At the airport departure lounge-themed booth, visitors lined up to taste whiskeys from various countries as if purchasing airline tickets to the countries they wanted to visit. Ms. A, a woman in her 30s who recently developed an interest in whiskey, said, “I didn’t know that countries like Tibet and Israel also make whiskey. After listening to the explanations and tasting, the flavors seemed richer and deeper, and I think they are comparable to Scotch or Bourbon whiskey.”

Interest in traditional powerhouses remained strong. Brown-Forman, owner of ‘Jack Daniel’s,’ brought three brands to the event, including Jack Daniel’s, ‘Woodford Reserve,’ and ‘Old Forester.’ There was high demand for tastings of products that are usually less accessible, such as the famous ‘Old No. 7,’ ‘Single Barrel,’ and ‘Gentleman Jack.’ A Brown-Forman representative said, “These products are already popular in hotels and malt bars, but we participated to raise awareness among general consumers who may feel some distance from them, and the traffic has been higher than expected.”

The 'Infinity Bar' program that brings together famous bars from across the country in one place.

The most impressive space at this event was the ‘Infinity Bar’ program, which gathered famous domestic bars in one place. It was an opportunity to meet signature cocktails and bartenders from top Korean bars such as Le Chamber, Villa Record, Jangsaeng Healthwon, Zest, Cobbler, Tansan Bar, Fuzzy Navel, and Push Foot Salon, making it the most distinctive feature compared to other liquor exhibitions. A representative from Tansan Bar said, “We participated because we thought it would be a good opportunity for those unfamiliar with bar culture to approach it comfortably.”

Additionally, a ‘Premium Lounge’ was operated where visitors could taste high-end whiskeys. This program allowed visitors to purchase coupons for an additional fee to taste expensive whiskeys that are generally difficult to sample, offering a chance to try products that are usually hard to access at relatively affordable prices. It was also notable that visitors could take the whiskey home in vials instead of drinking it on-site.