CU to Open 'Edelweiss Beer' Pop-up Store at Pyeongchang Ski Resort

On the 20th, CU announced that it will open a beer pop-up store at the Pyeongchang Ski Resort in Gangwon Province for the winter season, in collaboration with Edelweiss, the premium wheat beer from the Alps.

Edelweiss is a fresh wheat beer born from the pristine nature of the Austrian Alps, made with natural ingredients. It is characterized by its deep flavor, smooth finish, and a subtle herbal aroma that creates a clean and refreshing taste.

The CU Edelweiss pop-up stores will be located at two places within ‘Phoenix Pyeongchang’: the CU Phoenix Pyeongchang store and the Ski House store. They will operate from today until the closing day of the Phoenix Pyeongchang Snow Park. Under Edelweiss’s brand message, ‘Feel the Alps,’ the interior and exterior of the stores are decorated with motifs of the white snowy Alps featured on the product packaging, creating a European-style exotic atmosphere.

At the CU Phoenix Pyeongchang store, a tasting event will be held every Friday, Saturday, and Sunday from 1 PM to 8 PM during the pop-up store period, where customers can sample three types of Edelweiss: Original, Peach, and Red Berry. Customers who purchase Edelweiss products worth more than 15,000 KRW during the tasting event will receive a lucky scratch card, with winners receiving limited-edition Edelweiss merchandise. Additionally, an event is prepared until the end of February where 100 people will be selected by lottery to receive a 5,000 KRW CU mobile gift certificate by posting a photo taken at the photo zone on their social media with the required hashtags.

This is the first time CU has collaborated with an alcoholic beverage brand to launch a pop-up store. CU plans to operate pop-up stores at various locations nationwide in the future, considering customer responses and sales trends during the Edelweiss pop-up store period.

A BGF Retail official said, “The bright and youthful energy of CU and the clear and pure image of the Alps that Edelweiss holds come together at the winter ski resort to provide customers with a unique enjoyment,” adding, “Recently, convenience stores are expanding their role beyond simple sales channels to branded platforms, increasing their influence.”