[Try It] "Deep and Rich Bitterness"... Convenience Store Draft Beer in One Can

Soul Food for Office Workers Now at Convenience Stores
Bitter and Smooth Unlike Regular Canned Beer
Strong Barley Aroma... Malt Flavor Fills the Mouth

Draught beer served in a cold ice glass is considered one of the soul foods for office workers. After a hard day, gulping down a glass of draught beer naturally washes away fatigue. Convenience store Seven Eleven introduced soul food in a can earlier this month: Saeng Draft Beer, which carries the meaning of 'Real (Real·genuine) Draught Beer.'

Until now, it was difficult to find draught beer in convenience stores. Draught beer refers to beer produced without heat sterilization during the bottling process, meaning the yeast remains alive. However, canned or bottled beers in convenience stores are produced through sterilization or heat treatment, which inevitably kills the yeast. This is why the taste of draught beer enjoyed at pubs or chicken restaurants could not be captured in canned beer.

Draft beer can 'Saeng Draft Beer (500ml)' sold by Seven Eleven. / Photo by Seongpil Jo @gatozz

Last year, when Asahi's draught beer cans caused a sold-out situation and gained popularity, Seven Eleven recognized the high demand for draught beer among convenience store customers. The key was to preserve the fresh taste of draught beer by keeping the yeast alive. Seven Eleven used only high-purity wort to create a deeper and richer malt flavor than conventional lager beers.

In fact, Saeng Draft Beer fairly well replicates the taste of draught beer. It is rich in carbonation, and a distinct bitterness different from regular canned beer hits the palate. With every sip, a strong barley aroma spreads. The malt flavor is deeper and richer than that of typical lager beer. The PET can is also made transparent to preserve the texture of draught beer. When poured into a cup, the beer foam rises abundantly, providing the visual enjoyment unique to draught beer.

The draft beer can 'Saeng Draft Beer (500ml)' sold by Seven Eleven. When poured into a cup, a rich foam rises, providing the visual pleasure unique to draft beer. Photo by Seongpil Jo @gatozz

The draft beer can 'Saeng Draft Beer (500ml)' sold by Seven Eleven. The package can has the phrase, "Freeze in the freezer for 30 minutes before drinking to enjoy it as slushy beer, making it cooler and tastier." Photo by Seongpil Jo @gatozz

The PET can features a UV coating process that blocks ultraviolet rays. This acts as a kind of 'defense shield' to prevent flavor deterioration. The effect was clear. Even when stored at room temperature, the flavor of the draught beer remained intact.

Following the instruction that reads, 'Put in the freezer 30 minutes before drinking to enjoy it as semi-frozen beer, which is cooler and tastier,' the beer was placed in the freezer for about 30 minutes before tasting, and with the added cold throat sensation, the rich draught beer flavor could be enjoyed much more fully.

Saeng Draft Beer has been sold at over 2,000 Seven Eleven stores nationwide since the 3rd of this month. Sales in the recent two weeks (October 17?30) increased about 2.5 times compared to the initial sales period. In response to this consumer enthusiasm, Seven Eleven plans to increase production next month and expand sales to all stores. However, the somewhat higher price compared to regular canned beer (5,000 KRW per 500ml can) remains a challenge. A Seven Eleven representative stated, "Currently, a bundle discount event is underway, selling 3 cans for 12,000 KRW, and we plan to continue this promotion until next month when the product will be available at all stores nationwide."