How South Koreans fell for craft beers offering new flavours
REPORT
28 Nov 2024
How South Koreans fell for craft beers offering new flavours

Beer culture is thriving in South Korea, with beer overtaking soju as the favourite drink. Craft breweries are reshaping the scene, while home and solo drinking are rising in popularity, as are lower-alcohol options and food pairings. Start-ups are innovating with subscriptions to offer tailored drinking experiences.

Julia Mellor

Julia Mellor is the founder of The Sool Company, a resource for traditional Korean alcohol. Her company is based in Seoul and the Netherlands, specialising in Korean alcohol brewing education, tourism, export and international market creation. Mellor is a professional consultant for international commercial brewing, and her clients are the first to open 'makgeolli' breweries in the US, UK, and Singapore. She's the first international specialist in Korean alcohol and is passionate and experienced in successfully bringing Korean sool to global markets.

Alex Shin

Alex is the vice president of Comma Entertainment, an international advertising agency based in South Korea. He has operated marketing campaigns for global brands such as Samsung Display, Jagermeister, HiteJinro, Lotte Chilsung, and NVIDIA.

Eya Apostol

Eya Apostol is a freelance contributing writer for Canvas8. She’s a BA Communications graduate who mostly spends her free time online alone or with her friends. She’s an avid fan of Korean music, manga, manhwas, Asian beauty, K-dramas, games, and other popular trends. Most of the time, she’s a kid at heart but is an adult by default.