Màkku is Introducing American Consumers to Makgeolli
Laura McQuarrie — May 4, 2023 — Lifestyle
References: drinksool & foodandwine
Makgeolli is a cloudy, sparkling, sweet and tangy fermented rice drink that has been brewed and consumed in Korea for more than 2,000 years, and Màkku is introducing it to American consumers. Made with steamed rice, water and a fermentation starter, Màkku is available in an Original version, Original Lite, several fruity flavors and a limited-release Coffee variety.
In Korea, makgeolli was once described as “a drink for the people” but it quickly fell out of favor for being just that when younger generations no longer wanted to be associated with the “farmer liquor.” Now, a new wave of consumers is becoming intrigued by makgeolli all over again because of its important role in Korean tradition and culture, and its influence around the globe is spreading.
In Korea, makgeolli was once described as “a drink for the people” but it quickly fell out of favor for being just that when younger generations no longer wanted to be associated with the “farmer liquor.” Now, a new wave of consumers is becoming intrigued by makgeolli all over again because of its important role in Korean tradition and culture, and its influence around the globe is spreading.
Trend Themes
1. Rice-based Craft Beverages - Creating rice-based craft beverages using traditional brewing methods presents an opportunity to appeal to consumers looking for unique and culturally significant drinks.
2. Fermented Beverages - Expanding the market for fermented beverages, such as Makgeolli, presents an opportunity to introduce new flavors and create a niche market.
3. Cultural Fusion Beverages - Creating culturally fused beverages by incorporating traditional brewing techniques with unique and novel ingredients presents an opportunity to tap into a diverse and experimental market.
Industry Implications
1. Alcohol and Beverage Industry - The alcohol and beverage industry can benefit from introducing more unique and culturally significant beverages, such as Makgeolli, to appeal to a broader market.
2. Global Marketing and Distribution - Expanding the marketing and distribution of traditional beverages, such as Makgeolli, to a global audience can introduce new and diverse products to consumers and create new revenue streams.
3. Craft Brewing Industry - The craft brewing industry can incorporate traditional brewing techniques, such as those used in Makgeolli, to create unique and novel products to appeal to experimental consumers.
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