7-Eleven teams up with a star chef to move first in the premium makgeolli market.
7-Eleven said on the 26th that it released the premium makgeolli "Yunjumak," created in collaboration with Chef Yun Na-ra of "Yunjudang," which modernly reinterprets Korean traditional liquor and hansik.
Yunjumak uses the Yunjumo recipe as is, and is a premium makgeolli with about twice the rice content of regular makgeolli. It reduces carbonation and features a heavy yet smooth texture. It adds Cheonan rice, barley, and wheat with traditional nuruk and lemon juice.
With growing interest in traditional liquor among Millennials and Gen Z and foreigners, makgeolli is drawing attention again. According to 7-Eleven, from Jan. 1 to Mar. 24 this year, makgeolli sales to foreign customers rose 47% from a year earlier.
Demand for premium products is also expanding. During the same period, the number of high-priced makgeolli items priced at 4,000 won or more increased 70% from a year earlier, and tripled compared with five years ago.
In particular, demand was strong for "content-type products" such as fruit makgeolli and chef collaborations. For unique flavored makgeolli like chestnut and corn, the sales share among people in their 20s and 30s was 39%, about three times higher than that of regular makgeolli.
In Jan., 7-Eleven also launched "Yunjumo Bokbunja Highball" in collaboration with Chef Yun Na-ra. Inspired by the Joseon-style boilermaker "hondonju," the product currently ranks No. 1 in the highball category and has surpassed cumulative sales of 150,000 units.
Kim Yu-seung, MD of the beverage and liquor team at 7-Eleven, said, "As previous collaboration products received strong responses, we confirmed growth potential in the premium makgeolli market," adding, "We will expand a differentiated lineup of traditional liquors to lead the market."