Seven Eleven Expands Nationwide Sales of Korea's First Draft Beer Can... Co-Developed with Shin Dong-yeop

On Sale Nationwide from the 28th
Extended Shelf Life with Special Hops and Improved Packaging
Co-developed with Broadcaster Shin Dong-yeop

Seven Eleven announced on the 25th that it will expand the sales of 'Real Draft Beer Can' at Seven Eleven stores nationwide starting from the 28th. Last month, Seven Eleven conducted a pilot sale of draft beer cans at about 2,000 stores, marking the first domestic trial of draft beer cans.

The draft beer can 'Saeng Draft Beer (500㎖)' introduced by Seven Eleven is produced without killing the yeast and is canned as is. The shelf life is only 8% of that of commercially available canned beers, allowing consumers to enjoy the taste of fresh draft beer.

Seven Eleven Expands Nationwide Sales of Korea's First Draft Beer Can... Co-Developed with Shin Dong-yeop

The model is posing while holding a 'Saeng Draft Beer (500ml)' sold at 7-Eleven. Photo by 7-Eleven

From the end of December, the company plans to produce products with a shelf life about three times longer by using special hops resistant to sunlight and applying UV coating to block ultraviolet rays on the packaging.

Since last month, Seven Eleven has been selling Saeng Draft Beer as the first convenience store in Korea. This product, piloted at about 2,000 stores, has ranked second in beer category sales (based on pilot stores) so far. Sales up to the 24th of this month have also increased by 40% compared to the initial launch period (October 2nd to 25th).

Seven Eleven revealed that it secretly developed this product together with broadcaster Shin Dong-yeop, who is well known as a regular drinker. Shin personally participated in the product concept planning, design, and taste evaluation during the development process. A Seven Eleven official said, "During the two-month pilot sales period, we decided to be evaluated solely on taste and quality, so we started sales without revealing Shin Dong-yeop's name," adding, "Since we have achieved satisfactory results, we plan to actively promote the product together with broadcaster Shin Dong-yeop going forward."

Seven Eleven applied a cold chain system to all processes from production to distribution of the draft beer cans. While beer in domestic convenience stores is generally delivered at room temperature, Seven Eleven emphasized that it independently designed the beer cold chain process.

Nam Geon-woo, product planner (MD) of the beverage and liquor team at Seven Eleven, said, "Saeng Draft Beer is an innovative product that allows you to experience the freshness of real draft beer, which was previously unavailable at convenience stores," adding, "As the number of people drinking alone at home or nearby convenience stores increases, we will continue to raise the quality of convenience store liquors through new challenges."

Meanwhile, to celebrate the expansion of Saeng Draft Beer sales to all stores, Seven Eleven plans to release a limited edition Christmas design product throughout December. The product price is 5,000 won, and a promotion of 12,000 won for three cans will be continuously offered.