[Gu Eun-mo's Sake Story] Lee Joo-hwi, J&J Vice President: "Hoping to be remembered as a brewery that respects nature and people"

<17> Yongin, Gyeonggi 'Julia and Juhui's Brewery (J&J Brewery)' ②

Supporting Artistic Activities Including Collaboration with Disabled Artists on Label Design
Eco-Friendly Packaging with Hanji Labels

"We pursue beauty, but we do not simply want things to look beautiful."

Joo-Hwi Lee, Vice President of J&J Brewery

On the 13th, Julia Lee Juhui and Vice President Juhui of J&J Brewery emphasized in an interview with Asia Economy that the overall design of the product, including the bottle and label, should be created in a way that allows one to glimpse the philosophy the brewery pursues before tasting the alcohol.

CEO Baekgyeongmi and Vice President Lee, a married couple, wished to embody their hope for a society where people live together harmoniously in their alcohol as well. A representative product that reflects their heartfelt wish is the premium takju (traditional Korean rice wine) "Hosim (湖心)." Hosim is named after the pen name of CEO Bae’s late mother, the artist Park Gwangja, who lived a life full of volunteering and donations by visiting welfare facilities and prisons nationwide. Unlike regular Makgeolli, which adjusts alcohol content by mixing water with the original liquid, Hosim is a rich takju made with 100% moju (mother wine), literally resembling a mother.

What makes Hosim even more special is the label on the bottle. The label features the artwork "Noeul" (Sunset) by Bae’s brother, artist Bae Gyeonguk, who has a disability. CEO Bae said, “I thought supporting the artistic activities of somewhat marginalized and overlooked artists is our brewery’s way of contributing to a society where we live together,” adding, “We are not only interested in artists with disabilities but also want to continue collaborating on various label projects with artists who uniquely depict Korean beauty.”

J&J Brewery Takju 'Hosim'

J&J Brewery also does not neglect environmental issues. Vice President Lee said, “Minimizing waste is one of the challenges every time we prepare a new product,” and added, “We constantly think about ways to package in a recyclable manner and strictly avoid excessive packaging.” The labels of recently released products such as the rice wine "Ariari" and the yakju (refined rice wine) "Yoriyori" are made using hanji (traditional Korean paper) that can be easily peeled off and discarded after drinking. The labels use minimal adhesive and are finished by the two of them tying them by hand with cotton thread.

Vice President Lee expressed his hope that J&J Brewery will be remembered as a brewery that respects nature and people. He said, “As we have done so far, we will continue to make alcohol without using any additives such as flavorings or sweeteners, using eco-friendly ingredients,” and added, “We plan to expand collaborations with marginalized groups through design projects and exhibitions.” Finally, he concluded, “We will make our alcohol with love using good hearts, good thoughts, and good ingredients, so I hope many people will watch over us.”