First Product Launch: Busan Gamcheon Makgeolli
"Expanding Sales Channels for Local Breweries... Enhancing Purchase Convenience"
CU, operated by BGF Retail, announced on the 21st that it will launch the 'Monthly Makgeolli Project,' featuring one traditional local liquor each month starting this month.
The Monthly Makgeolli Project involves CU carefully selecting and showcasing authentic makgeolli that is popular in each region but not widely known nationwide.
CU announced on the 21st that it will launch the "Monthly Makgeolli Project," introducing one traditional local liquor each month starting this month. [Photo by BGF Retail]
CU explained that this project aims to expand customer choices by releasing traditional makgeolli and contribute to revitalizing the local economy. Products that could previously only be tasted at makgeolli specialty stores or by visiting the regions will now be available at over 18,000 CU stores nationwide.
As the start of this project, CU will release 'Gamcheon Makgeolli (750ml)' on the 22nd of this month, made at Beotdream Brewery, a traditional brewery in Busan, using Saetbyeol rice, a representative rice of the Gangseo area in Busan.
Gamcheon Makgeolli is made using traditional makgeolli brewing methods with rice, nuruk, yeast, and purified water, excluding sweeteners such as aspartame. It is a makgeolli with sweet floral and tangy fruit aromas, characterized by a smooth texture similar to milk, which inspired packaging it in a milk bottle-sized container. The package features Gamcheon Culture Village, a famous tourist spot in Busan.
CU offers Gamcheon Makgeolli at 5,900 KRW, cheaper than the lowest online price of 6,300 KRW. Additionally, in June, CU plans to introduce makgeolli representing Gimpo, Gyeonggi Province.
CU has released various unique makgeolli products annually. CU’s makgeolli sales growth rates over the past three years were ▲36.9% in 2021 ▲16.7% in 2022 ▲12.4% in 2023, and this year (January to April) recorded 18.4%, showing steady growth. Last year, CU introduced products such as 'Peanut Caramel Makgeolli,' flavored like Crown peanut caramel candy, and 'Kaymakgeolli,' combining Korea’s traditional liquor Ihwaju with Turkey’s dessert kaymak. The 'Bamgap Makgeolli,' launched in March this year with an ultra-low price concept, gained attention by selling over 200,000 bottles within about two months of release.
CU plans to expand its makgeolli product lineup and absorb liquor demand by showcasing authentic makgeolli, which was mainly consumed among makgeolli enthusiasts, every month. Cho Hee-tae, a product planner (MD) of the liquor team at BGF Retail, said, "Local breweries can expand their sales channels, and customers can easily enjoy unique, authentic premium makgeolli from various regions at convenience stores near their homes. We expect this project to discover and promote lesser-known regional specialty makgeolli nationwide through CU."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
