Food trends are gradually changing as ‘Generation MZ’, which implies the younger generation, has become a major consumer group. As for liquor as well, in line with this trend, low-alcohol and flavored products are being released. The same is the case with Makgeolli, a traditional Korean liquor, and widely known as ‘rice wine’. At the center of it all is Woorisool Co., Ltd. Woorisool, located in Gapyeong, Gyeonggi-do, has approached locals by launching new concept products made with fruits and various flavors in consideration of the palates of overseas consumers. 

# 20 Kinds of Makgeolli, The Best Quality and Safety
Founded in 2003, Woorisool Co., Ltd. currently produces more than 20 kinds of Makgeolli products. Its representative products are ‘Gapyeong Pine Nut Draft Makgeolli’ and ‘Sparkling Chestnut Makgeolli’. Gapyeong Pine Nut Draft Makgeolli, which contains pine nuts, a specialty of the region, is characterized by its nutty taste. And Sparkling Chestnut Makgeolli, which contains chestnut concentrate, has an excellent sweet taste. Notably, Woorisool products are highly praised even in Korea, the Makgeolli country, as Sparkling Chestnut Makgeolli was served at a CheongWaDae dinner in 2018, and Gapyeong Pine Nut Draft Makgeolli ranked No. 1 at the 2020 Exhibition of Processed Rice Products.
Woorisool focuses on food hygiene and quality improvement as well. In 2013, the company obtained HACCP certification, and since 2010, it has been striving to improve product quality by contract cultivation of rice exclusively for Makgeolli with farmers every year. 
Kim Seok-kyu, vice president of Woorisool Co., Ltd. said, “We are the first in the Makgeolli industry to have acquired HACCP certification because it’s difficult to be recognized as a good product without guaranteeing hygiene. We produce products made from Korean rice and farm produce so that we can coexist with the local community and also improve quality.”

# Selling Like Wildfire by Developing Products Tailored to Locals
One of the characteristics of Woorisool’s Makgeolli products for export is that they are tailored to local consumers. Products made for overseas markets include ‘MAKKU Mango’ and ‘MAKKU Blueberry’. MAKKU Mango products were released at the request of a U.S. buyer, and MAKKU Blueberry was requested by a Canadian buyer. In order to expand overseas markets, the company developed products that are not too unfamiliar to local consumers. This year, strawberry Makgeolli was developed at the request of a Taiwanese buyer, and a recipe study for chocolate Makgeolli has been completed. It is notable that the alcohol proof and names of the products are agreeable to foreign consumers. Makgeolli ‘PONNA’, made to be exported to India, is characterized by its 5% alcohol content. And products made to be exported to Nepal are being sold with the name ‘CHHAANG’ after a local traditional liquor.
Vice President Kim explained, “Makgeolli products with various flavors such as mango and blueberry can be purchased only at Woorisool. We have expanded the scope of consumption for our products, which allows them to be taken with any local food or drink.”

#Growth Due to Market Diversification
The strategy actually worked. Although its performance was insignificant when the company first began to export in 2005, it recently achieved USD 2 million in exports. With its success in market diversification, the number of importers increased to 25 countries. Considering that Japan was practically the only importer until 2012, the company achieved remarkable growth. In particular, the U.S., which began regularly importing in 2019, has emerged as a major market, accounting for 40% of Woorisool’s overseas performance as of last year. Above all, what is encouraging is that the proportion of purchases made by locals is high. The market that Woorisool anticipates in the future is ASEAN because there are many young people who are open to foreign cultures, and show great interest in Korea due to the Korean Wave.
Vice President Kim said, “Woorisool’s corporate mission from the beginning has been ‘Woorisool pursues the globalization of Makgeolli’. We are taking a step closer to the business owner’s goal of making our traditional liquor Makgeolli a liquor loved by not only Koreans but also the world. Since product development is always open depending on the market, we hope to receive many inquiries.”