Craft beers from breweries that are growing in South Korea are set to shake up the South Korean alcoholic beverage market who are currently being dominated by giant local and multinational brands, mainly due to the unique taste and flavour profiles and brand stories that have been geared towards targeting millennials. 

It has become quite common for Koreans to take their time when selecting alcoholic beverages, with stores and shelves now inundated with unusual craft beers, highballs and soju featuring names like Yeonnamdong Sister — a name that sounds foreign even to some Koreans.

This tactic seems to be resonating quite well with the younger generation and looks like the trend will continue to grow as long as brands and companies can continue to produce these quirky beers. The so-called Zoomers and Millennials are turing the Korean brew scene into a fierce battlefield between conventional major breweries and minority brewery startups in the country.

Click here for the full story.

SOURCE: KED Global
PHOTO CREDIT: Yonhap