Liquor industry’s collaboration with entertainment sector continues

Liquor industry’s collaboration with entertainment sector continues

Mokpo-based brewing company Bohae’s new lineup of the soju, “Yeosu Night Sea,” features four paintings by webtoon artist Kian84. Courtesy of Bohae

By Park Han-sol

In recent months, the spirits industry has been looking for breakthroughs in viral marketing deployments targeting young drinkers in their 20s and 30s. Some have found the answer by forming collaborations with well-known entertainment artists K-Pop and Webtoon, but they have many followers.

Liquor industry collaboration with entertainment sector continues

Bohae Brewing Company, located in Mokpo, Jeollanam-do, announced on Wednesday that it has launched a new series of shochu, Yeosu Yakai, in collaboration with Webtoon creator and artist Kian84.

With the motto “The World’s Smallest Exhibition”, the bottle label has four paintings by an artist who reinterpreted the main characters and iconography of his Webtoon, “Fashion King” and “Bokakwan (King of Returnees)”. ) ”Is shown. -In a colorful and dynamic pop art style.

You can scan the QR code on the label to see the detailed description behind each artwork. Shochu is sold in a limited quantity of 1 million.

Baohai explained that he plans to use the bottle label as a new form of “canvas” to expand collaboration with other established and emerging artists in the future.

Rapper and producer Jay Park unveils Won Soju, the first alcoholic beverage launched by his company, Won Spirits, at The Hyundai Seoul in Yeongdeungpo District in this Feb. 25 photo. Courtesy of Hyundai Department Store


Another popular collaboration between the liquor and entertainment industry is the collaboration between alcoholic beverages and K-pop artists.

One such case is Won Shochu, a premium Korean rice distilled liquor marketed by rapper and producer Jay Park.
At the end of last year, following Park’s decision to enter the spirits market with the launch of a new shochu brand called Won Spirits, alcohol first entered the market on February 25 at the pop-up store in Hyundai Seoul in Yeongdeungpo-gu.

According to the company, during the one-week operation period, the store attracted more than 30,000 customers and sold all 20,000 bottles prepared. Classified as a local specialty, this drink was also sold online in limited quantities.

On July 12, the Won Shochu Spirit, which has a lineup next to Won Shochu, was released at GS25 convenience stores nationwide. Only a week after the aisle in the store was filled with drinks, all 200,000 bottles were sold out.

Another product announced earlier this year is the AOMGOur Ale, launched by local craft beer brand Jeju Beer Company in partnership with music label AOMG.

customers can scan the QR code printed on the can to access a total of four AOMG artists’ digitally rendered studios and playlists on their tracks. The first author of the list was Rapper Simon Dominic, and the second was Lee High.


Credit/Source : KoreaTimes


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