Kims Club, the mart brand run by E-Land Group, said on the 25th it will launch the Spanish direct-import happoshu "Marinero Español" on the 27th. With the summer vacation season and the North and Central America World Cup ahead, it is moving to strengthen competitiveness in alcoholic beverages.
Happoshu is a product with a low malt content that is classified as "other alcoholic beverages" under the current Liquor Tax Act, not as beer. Because of its low price and similar taste, consumers effectively view it as a beer substitute.
Marinero Español (500 ml) has an alcohol content of 4.5%. Marinero Español will be sold at Kims Club stores nationwide starting on the 27th.
For this launch, Kims Club worked with Spain's largest beer manufacturer, Damm Group, for about six months on product planning and testing. In particular, it focused on delivering the crisp refreshment and clean finish preferred by domestic consumers.
Meanwhile, Damm Group is the No. 1 company by market share in Spain. It exports beer to more than 130 countries worldwide. In Korea, it supplies various imported beers, including "Estrella Damm."