KOOKSOONDANG BREWERY is actively targeting consumers from the MZ generation (born from the early 1980s to the early 2000s). The company is fully rebranding its Baekseju and conducting various marketing activities.
According to KOOKSOONDANG BREWERY on the 7th, Baekseju was rebranded at the end of last year with the concept 'Baekseju, a fragrance connecting a hundred years.' The rebranding focuses on capturing the essence of the past 32 years while expressing flavors and designs that will continue for the next 100 years.
The company tapped Jeong-hoon Choi from the band Jannabi as an ambassador and opened popup stores. Additionally, it is engaging in various marketing activities such as operating popup restaurants, participating in design festivals, and providing brand experiences on summer beaches.
Baekseju is currently running the 'adult anthem campaign.' This campaign supports adults through the daily life of the character Go Gil-dong from the cartoon 'Dooly the Little Dinosaur.' It is receiving praise for successfully generating intergenerational empathy through emotional storytelling.
Recently, with the peak vacation season underway, the company targeted the MZ generation by introducing Baekseju brand experiences on summer beaches and presenting ways to enjoy Baekseju refreshing in hot summer weather, including Baekseju highballs.
From late July to mid-August, a tasting event will be held at Gyeongpo Beach in Gangneung, collaborating with major businesses in the surrounding area to provide experiences of the Baekseju brand. This includes consumer experiences as well as various prizes related to Baekseju.
A representative from Baekseju noted, 'We are currently promoting the Baekseju highball made with Baekseju,' adding that it is a drinking method voluntarily propagated in traditional liquor pubs and restaurants under the nickname 'Joseon highball.' This involves mixing Baekseju with tonic water, lemon, and enjoying it.
This representative remarked, 'The national liquor, Baekseju, is a product that pioneered the traditional liquor market,' stating that it was developed by restoring the brewing method of fresh rice fermentation from the famous liquor Baekhaju of the Goryeo Dynasty and named after 'Gugui Baekseju' from the practical writings in the Joseon Dynasty. The company aims to ensure that this liquor, which embodies our history and culture, continues to be loved.