Lotte Chilsung Operates Flagship Store for New Beer Product 'Crush'

Three-Month Operation of ‘Battery88’ Culinary Pub Near Hongdae

Lotte Chilsung Beverage announced on the 28th that it will operate a flagship store for its new beer product, "Krush," at the cooking pub "Battery 88" near Hongik University until February 21 next year.

Inside the Crush Flagship Store

Lotte Chilsung Beverage planned the flagship store centered around the Hongik University commercial area to create a space where customers can experience Krush and to communicate closely with Generation Z, who actively express their tastes and personalities. The flagship store emphasized the brand's characteristic of pursuing novelty and prominently featured the phrase "Crush on Krush," meaning "falling for the charm of Krush." To create an atmosphere that conveys coolness and refreshment, various lighting and props such as iceberg models and crystal lights were utilized.

Lotte Chilsung Beverage also offers set menus pairing Krush with complementary items like French fries and sausages. Visitors can participate in consumer engagement events using the Krush bottle design. By attaching prepared props to the bottle and taking a certification photo to post on Instagram, participants have a chance to win prizes.

A representative from Lotte Chilsung Beverage said, "We designed the store to match the characteristics of a 4th generation beer that distinguishes itself from existing beers, and newly expressed Krush's unique coolness through lighting and props," adding, "We plan to gradually expand flagship stores that provide new consumer experiences for Krush, a 4th generation beer."

Krush, released this month, is an all-malt beer with a refreshing carbonation sensation, made using separately extracted European hops and the hop bursting technique. It features a transparent shoulder-less bottle differentiated from existing beers, with packaging inspired by an iceberg motif.