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How to take makgeolli from farmer’s swill to upmarket craft

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Posted on : May.10,2015 07:01 KST Modified on : May.10,2015 07:01 KST

Korean traditional rice beer’s image is changing slowly as market incorporates a

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Taste of the Moon (Wolhyang in Korean), based near Seoul’s popular Hongdae area, one of the best makgeolli chain

Around 2010, the makgeolli industry enjoyed unprecedented growth, but the traditional
Korean rice beer still has a negative image. For many people, makgeolli is something that
farmers or manual laborers drink, is cheap, leads to bloating and belching, induces vomiting,
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The best example of a makgeolli chain that beat the perception that the drink is the poor
man’s alcohol was Taste of the Moon (Wolhyang in Korean), based near Seoul’s popular 5 Young KBS journalists decry their network’s sin…
Hongdae area, which opened in 2010 under the slogan that “tradition is a trend.” Taste of the 6 [Column] It’s time for Yoon to leave neoliberalis…
Moon gained a great deal of popularity by selling a bottle of makgeolli (750-900 ml) - which
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typically goes for 3,000-4,000 won (US$2.80-US$3.70) - for 8,000-30,000 won (US$7.50-
US$28). 8 Growing population of Korean Chinese silently …
To be sure, these were not the conventional market offerings, but rather premium local 9 Fuji TV: Trump calls President Moon a “beggar…
brands or makgeolli that Taste of the Moon had brewed up itself. The chain put 28 kinds of
makgeolli and 11 kinds of other traditional 10 [News analysis] The comeback of Lee Jae-m…
brews on its menu.

Taste of the Moon positioned makgeolli as a

premium beverage. At first, there were some
doubts about whether makgeolli would sell
for 8,000-30,000 won a bottle, but it turned
out that booze connoisseurs had been
eagerly waiting for just that kind of makgeolli.
While the craft makgeolli at Taste of the
Moon harks back to times when individual
families and inns brewed their own makgeolli,
it also coincides with the growing popularity
of craft beer, which is made at home, or on a
small scale. This chain also brought together
makgeolli offerings that were diverse in their
place of origin, fermentation method, raw
ingredients, flavor, and strength.

mMakgeolli and sidedishes of the Taste of the Moon

People drink makgeolli in the Taste of the Moon

In pubs and bars overseas, customers are allowed to choose from a wide range of beer and
wine in stock, but many Korean bars still only sell the limited range of alcohol provided by
their distribution company. In Korean bars and restaurants, choosing your own makgeolli is
still a luxury.

The Taste of the Moon chain has currently expanded to three outlets. The company has also
opened four branches of Moonshine, which sell wine at affordable prices.

“Good makgeolli is not the only thing we sell. We’re also providing our customers with a total
pleasure package, which includes the food, the atmosphere, and the Taste of the Moon
brand,” said Lee Yeo-yeong, president of Taste of the Moon.

“People started talking about sake when George Clooney said that’s what he drinks on his
favorite days. That’s the kind of marketing that makgeolli needs.”

The first pub specializing in traditional alcohol was Bekseju Village by Kooksoondang
Brewery, with eight branches in operation at the moment. Meanwhile, Kooksoondang
Brewery’s other traditional alcohol brand, called Woori Soolsang (Our Table with Drinks in
Korean), has 10 branches. The brewery also premiered a self-service traditional alcohol bar
called Mister B last year.

Neurin Maeul Brewery and Pub by Baesangmyun Brewery has already opened three
branches.

By Kim Kyu-won, staff reporter

Please direct questions or comments to [english@hani.co.kr]

Taste of the Moon, a makgeolli bar near Seoul’s popular Hongdae area

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