Lotte Mart Launches Refrigerated Delivery of "Real Saeng Draft Beer"

Delivered in Refrigerated Trucks from Brewery to Store

Lotte Mart announced on May 28 that it will begin selling the ultra-fresh canned beer "Real Saeng Draft Beer (500ml)" starting from May 29.

KyuHyun Song, MD at Lotte Mart, is promoting Real Saeng Draft beer at the alcoholic beverages corner of Zeta Plex Jamsil branch. Provided by Lotte Mart.

Real Saeng Draft Beer is an "ultra-fresh" beer made without the filtering process that is typically part of regular beer production, keeping the yeast alive during brewing. By skipping filtration, the beer's original flavor is maximized, allowing consumers to experience the fresh and deep taste unique to draft beer, as if it were just produced at the brewery. However, because the yeast remains alive, the shelf life is relatively short at about six months, which is half that of regular beer.

Lotte Mart has further enhanced freshness by introducing refrigerated delivery for Real Saeng Draft Beer. Unlike regular beers, which are distributed at room temperature, this product is transported in refrigerated vehicles from the brewery all the way to the store. The beer is priced at 3,800 won for a single can and 11,000 won for a four-can pack.

Lotte Mart expects that demand for ultra-fresh beer will increase as more consumers prioritize freshness. In April, Lotte Mart launched the "Beer of the Month (500ml)" with an ultra-fresh concept and achieved strong results. This beer, sold in a limited quantity of 50,000 cans, underwent a multi-stage low-temperature aging process to deliver the clean, smooth finish and refreshing carbonation characteristic of draft beer. Within two weeks of its release on March 27, 2024, it ranked among the top sellers in the beer category, demonstrating solid performance.

Song Kyuhyun, MD (Merchandiser) of the alcoholic beverages team at Lotte Mart, said, "As consumer demand for 'freshness' continues to grow, we planned this canned draft beer to provide customers with a differentiated product that maximizes freshness," adding, "With the early arrival of hot weather, I hope customers can enjoy the refreshing taste of draft beer at home with this product."