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Collaboration new marketing strategy in Korea’s alcohol industry
Collaboration new marketing strategy in Korea’s alcohol industry
IndustryMay 27, 2022
Food companies are seeking to cooperate together within the industry to appeal to the younger generation who have become an important consumer demographic. Lotte Chilsung Beverage, the beverage unit of South Korean conglomerate Lotte Group, said Friday it would launch a makgeolli-flavored soft drink product in collaboration with Korean traditional liquor company Kooksoondang Brewery, starting Wednesday. Makgeolli cider, or “maksa” for short, is a cocktail of Korean rice wine calle