[Today's New Product] Seven-Eleven Launches Saeng Draft Black and Saeng Draft Red

Winter Dark Beer Trend
Two New Varieties Launched to Celebrate the Year of the Red Horse

Seven-Eleven announced on December 17 that it is launching two new varieties of draft beer in transparent cans to celebrate the year-end and New Year home party season.

The draft beer can lineup, which Seven-Eleven first introduced in October last year, features fresh draft beer with live yeast, packaged in transparent cans, and has attracted significant attention since its initial release. Notably, broadcaster Shin Dongyeob, known for his love of alcohol, directly participated in the development process-including concept planning, design, and taste evaluation-which led to the product being nicknamed "Shin Dongyeob Beer" and heightened public anticipation.

The newly launched "Saeng Draft Black" has been introduced to reflect the winter trend of dark beers. Saeng Draft Black is an English stout style beer with a deep, rich flavor and aroma, characterized by a smooth and creamy carbonation. With a relatively higher alcohol content of 6% compared to the existing Saeng Draft series, it pairs well with the cold winter weather.

To celebrate the upcoming Year of the Red Horse on December 24, a limited seasonal edition called "Saeng Draft Red" will also be released. With an alcohol content of 5.2%, its vivid red color stands out. It was carefully developed to deliver a unique flavor with a subtle and refreshing tomato aroma, rather than an overly sweet or strong tomato taste.

Seven-Eleven is also running an ongoing promotion to commemorate the launch of the two transparent can draft beers. Customers can purchase any four cans from the five types in the Saeng Draft series at a 35% discount, for 13,000 won.

Nam Gunwoo, Beer Category Manager of the Beverage & Liquor Team at Seven-Eleven, stated, "Since last year, the Saeng Draft draft beer series has consistently been loved by the public and has firmly established itself as a key player in the convenience store beer market. In response to this winter and year-end season, we have introduced differentiated draft beers, and we will continue to innovate our convenience store beer lineup going forward."