Makgeolli: the next generation coming out

The increasing popularity of makgeolli, Korea`s traditional rice-based sweet wine, is leading to the "next generation" of the alcoholic beverage.

A fresh twist on the wine with various fruit flavors has been created, aiming to expand its appeal to female consumers, industry experts said yesterday.

The new line of makgeolli, or the second generation brood, includes the flavors of the Japanese apricot, grape, raspberry, mulberry and pear.



E-Mart, Korea`s largest discount-store chain, said it brought in makgeolli in the flavors of raspberry, Japanese apricot, and mulberry on April 16. Then on April 29, it introduced the pear and grape variations.

E-Mart said it sold about 100,000 bottles within 25 days since the launch of the five new flavors, which also accounted for about 30 percent of the total makgeolli sales.

The fruit flavored versions are priced 20 percent higher than the conventional ones.

Retail operators say sales of the conventional makgeolli have surged more than 50 percent so far this year compared to last year. Shinsegae Co., operator of E-Mart, attributes the growth to the product`s widening popularity among female consumers.

According to Shinsegae, most of the consumers of the traditional makgeolli are men, while women account for less than 10 percent. Women, however, account for more than 30 percent of fruit flavored makgeolli perchases.

E-Mart said makgeolli sales in April jumped 107.8 percent compared to last year, while sales as of May 7 have jumped 123.5 percent.

Lotte Mart said it has introduced 13 types of makgeolli, ranging from different packaging, such as the plastic bottle and cans. Its flavors range from the pear to raspberry, to pine nuts.

Lotte Mart said sales jumped 78.8 percent in April compared to a year ago. Coming into May, sales have surged 116.6 percent as of the seventh.

Industry experts project makgeolli`s market share to continue to expand with the introduction of various types of packaging and new flavors.

They also attribute its growing popularity to the cheaper cost compared to most other liquor choices. They believe the economic slump has reinforced the practical appeal of the sweet wine.

The weaker won against the Japanese yen has also raised its popularity, as the influx of Japanese tourists has fueled demand for makgeolli.

By Yoo Soh-jung



(sohjung@heraldm.com)