South Korea: Jeju Beer makes inroads into Europe

Jeju Beer, named after its hometown in South Korea’s southern resort island of Jeju, has made inroads into Europe with the export of three popular craft beers, The Drinks Business reported on August 23.

Britain, Germany, France, and the Netherlands will now be home to products created by the South Korean brewer.

Founded in 2015, Jeju Beer is the island’s first local craft brewer to hit the shelves of five major South Korean convenience stores, according to Aju Business Daily.

As the Korea Craft Brewers Association reports, Jeju Beer was responsible for almost a third (28%) of the South Korean craft beer market in 2020, with an annual turnover of 21.6 billion won. The domestic craft beer market was valued at 109.6 billion won ($93.15 million) in 2020, up 37 percent from the year before.

Jeju Beer’s expansion into European territories comes as a result of a partnership with South Korean beverage production company Lotte Chilsung Beverage which allowed it to double the size of brewing and increase supply.

The company has been exporting beer to other Asian territories since 2019, including India, China, Singapore, and Thailand.

Among the beers making their way over to Europe is a wheat beer made with tangerine peel called Jeju Wit Ale. The others, Jeju Geomeong Ale and Jeju Pelong Ale, are a dark beer with notes of chocolate wheat malt and black barley, and a citrusy yet bitter golden ale.

23 August, 2021