'Sold Out in 40 Seconds'... Alcohol Industry Rushes to Catch 'Mupe'

HiteJinro and OB Beer Host Major Festival Featuring Flagship Brands
Aiming to Enhance Brand Image and Affinity Through Memorable Experiences

With the peak summer season approaching, music festivals are emerging as a key marketing battleground in the alcoholic beverage industry. By offering a variety of enjoyable experiences including performances by famous artists, companies aim to expand impressive brand experiences and ultimately lay the foundation for sustained product consumption.

According to the alcoholic beverage industry on the 9th, HiteJinro will host the '2024 Islive Festival' on July 7th at Jarasum in Gapyeong-gun, Gyeonggi Province, led by 'Chamisul,' the number one soju product in the domestic market. Celebrating its 100th anniversary this year, HiteJinro plans to enhance consumer experiences and boost brand image with a stronger concert lineup and more attractions and food than before.

The scene of the '2023 Kaschool Festival' hosted by OB Beer last year.

Building on the success of the 'Jinro Gold' pop-up store this year, HiteJinro plans to prepare the Islive Festival as a theme park-style music festival. The event will feature unique photo zones such as 'Isul Ne Cut' targeting young people who enjoy photography, and participatory programs like issuing So-Mac (soju and beer) certificates to expand entertainment options. An advance reservation system for side dishes will minimize waiting times on-site, and the beer 'Kelly & Terra Boy' will also be available. Additionally, a goods shop will sell various festival-exclusive merchandise.

First held in 2018, the Islive Festival has established itself as one of the representative summer music festivals by emphasizing its uniqueness as the world's only soju music festival. According to HiteJinro, last year’s event attracted a cumulative audience of 18,000 on the day, and the 1,000 pre-sale tickets released on the 1st sold out in a record 40 seconds.

OB Beer is responding with 'Cass,' the number one beer product in the domestic market. OB Beer will hold the '2024 Cass Cool Festival' on the 24th at Seoul Land in Gwacheon. This Cass Cool Festival is characterized by being held across three stages. At the 'Blue Splash Stage' in the Seoul Land Picnic Plaza, attendees can enjoy performances by K-pop idol groups and hip-hop artists, while the 'Lemon Squeeze Stage' offers emotional pop and acoustic genre performances. The 'Cass Cool 0.0 Stage' features EDM performances by DJs and others, and general visitors to Seoul Land can also attend, enhancing accessibility.

OB Beer is also focusing on increasing brand experience through various interactive contents at the event. These include a DIY goods-making program where consumers can create festival merchandise to their liking, a makeup lounge, a large Cass beer can sculpture, a water curtain photo zone using a water system, and a lemon shower photo zone utilizing lemon mist, all designed for photo opportunities. Furthermore, Cass brand booths installed throughout the venue will offer tastings of various Cass products.

The scene of Jim Beam's 'Hajo Days' performance held on the 20th of last month.

Besides these two companies, various other alcoholic beverage companies are actively promoting their brands through summer music festivals. Beerkae, which imports and distributes 'Tsingtao,' recently concluded the 'Tsingtao Beer Festival in Jeju' at Jeju Shinhwa World last month and will participate as an official sponsor in the '2024 Jeonju Ultimate Music Festival' held at Jeonju Sports Complex for three days until the 11th.

'Jim Beam,' which is leading the recent highball craze, will hold the 'Hajo Days' festival on the 17th at Liberty and Surf Beach in Yangyang, Gangwon Province, featuring the famous British female DJ Eliza Rose, popular domestic rappers Giriboy and Sokodomo, among others. A Jim Beam representative explained the planning background, saying, “This event was prepared to offer a rich variety of entertainment with unique artist music, famous venue food paired with Jim Beam highballs, a T-shirt workshop, and a photo booth.”

The reason alcoholic beverage companies are actively hosting and sponsoring large summer music festivals is that these events are considered effective means to enhance brand awareness, image, and intimacy. An industry insider said, “In recent years, providing brand experiences through pop-up stores and the like has become a necessity rather than a choice. Alcoholic beverages also aim to imprint a positive brand image on consumers and participants by offering impressive experiences such as music festivals that complement their products.”