총 48페이지
32페이지 본문시작
Rendez-vous
andbeer.Oneday,bychance,IwenttoaconventionwhereIfirstgottoknow
of traditional Korean alcohol and that it was the only type of alcohol legal
to sell via online mail-order. I saw this as an opportunity for a startup and
TheJoseonDynasty(1392-1897)
brought together a group of acquaintances who saw eye to eye with me to
Theeraofhome-brewedliquor
startourcompany.Eventhoughweallhaddifferentmajorsandinterests,we
?Manypeoplebrewedalcoholsathome,and
foundgreatvalueincreating“something”from“nothing”andmoreover,the
therewerevariouskindsofliquorsbyseason.
satisfactionthatfollowstheaccomplishmentofsuchatask.Thisbecamethe
foundationanddrivingforceoftoday’sSool-damhwa.
Japanesecolonialera(1910-1945)
ThefalloftraditionalKoreanalcohol
The Argus: To Sool-damhwa, what are the appeal and value of
Thepromulgationofliquortaxlaw(1909)
traditionalKoreanalcohol?
?Onlylicensedpeoplecouldbrewalcoholsby
Lee: First, traditional alcohol is incredibly diverse. Among the more than
payingtaxestothegovernment.
2,000kindsofdrinks,therearerawricewines,medicinalwines,spirits,fruit
wine,andmore,eachwiththeirownspecialbackstory.Tous,thegeneration
Thepromulgationofliquortaxorder(1916)
stuck in the modernized humdrum of daily life, the exciting stories?of a
?Onlytherichwhobrewedalcohols
drink as a cultural asset, of the maker, the region from which the drink
commerciallywereallowedtobelicensed.
comes, the ingredients, or the taste?certainly stand out. Whether you prefer
Abanonthemanufactureofalcoholsby
sweet or bitter alcohol, whether you want sourness or none, or whether you
individuals(1934)
desire heaviness in your drink or not, there is a traditional drink that will
?Thealcoholmanufacturingintheprivate
catertoyourtastes.Onlytraditionalalcoholhassuchmerits.
sectorwascompletelybanned.
Part of traditional Korean alcohol’s value lays in its contribution to
reviving the culture lost during the Japanese colonial period and Korean
Thepost-Koreanwarera(After1953)
War. However, considering how alcohol can be paired with the right side
Theuseofflourduetolackofrice
dish to create an atmosphere where people can truly enjoy taste and one
GrainManagementAct(1965)
another’scompany,beinga“mediumforcommunication”hastobethemost
?Useofriceinthemanufactureofalcoholwas
fundamentalvalueoftraditionalKoreanalcohol.
strictlyprohibitedduetolackofrice.
?Makgeollimadefromflourandsojumadeby
TheArgus:Whataresomeuniquemarketingstrategiesandways
dilutionofspiritbecamepopular.
thatdifferentiatesSool-damhwa?
Sojusrepresentingeachprovince(1976)
Lee:Whatweessentiallysoughttobewere“OnlineCuratorsofTraditional
?Onlyonesojucompanyineachprovincewas
Alcohol.”Thatis,wehopedtomosteffectivelyintroduceandselltraditional
authorizedtoproducesoju.
Korean alcohol to those who did not know of its existence. The traditional
Koreanalcoholmarketsizeissosmallataround500millionwon(about41
BeforeandaftertheSeoulOlympics
millionUSD)evenwithavarietyofover2,000typesofqualityalcohol.We
(1985~1991)
were convinced that it was not that people do not drink traditional Korean
ThereturnoftraditionalKoreanalcohol
alcohol, but that people cannot drink it because they do not know about it.
Thesurveyoftraditionalalcohol(1985)
Rather than letting consumers know of each individual drink, we decided
that an inexpensive subscription service where subscribers receive drinks
?Thegovernmentrediscoveredtraditional
alcoholtorepresentKoreaintheOlympics.
recommendedbyasommelierwouldbemoresuitable.
As recent college graduates, we did not have much capital. A subscription
Riceusedasarawmaterialforalcohol
(1990-1991)
servicewherewecouldfirstdeterminedemandbyprocuringoursubscriber
and then, shipping our products was more suitable to us unlike a general
?Riceispermittedtobeusedasrawmaterial
formakgeolliandsoju.
shopping mall. For a low investment group like us, a subscription service
was the most efficient way of facilitating funds. As for product marketing,
weworkedhardtoridthebiasoftraditionalalcoholbeing“old.”Withproper
Permissionforhomebrewing(1995)
branding, logos, website design, box design, and contents to name a few, we
Therestartofhomebrewingculture
strove to make it appealing to the younger audience. Currently, over around
80% of our subscribers are in their 20s and 30s, which I take pride in. It
Theeraofonlinesales(2017)
reflectsoureffort.Oh,anddigitaladvertisementhelpedsome,too.
Anincentivefortraditionalalcohols
30
www.theargus.org
andbeer.Oneday,bychance,IwenttoaconventionwhereIfirstgottoknow
of traditional Korean alcohol and that it was the only type of alcohol legal
to sell via online mail-order. I saw this as an opportunity for a startup and
TheJoseonDynasty(1392-1897)
brought together a group of acquaintances who saw eye to eye with me to
Theeraofhome-brewedliquor
startourcompany.Eventhoughweallhaddifferentmajorsandinterests,we
?Manypeoplebrewedalcoholsathome,and
foundgreatvalueincreating“something”from“nothing”andmoreover,the
therewerevariouskindsofliquorsbyseason.
satisfactionthatfollowstheaccomplishmentofsuchatask.Thisbecamethe
foundationanddrivingforceoftoday’sSool-damhwa.
Japanesecolonialera(1910-1945)
ThefalloftraditionalKoreanalcohol
The Argus: To Sool-damhwa, what are the appeal and value of
Thepromulgationofliquortaxlaw(1909)
traditionalKoreanalcohol?
?Onlylicensedpeoplecouldbrewalcoholsby
Lee: First, traditional alcohol is incredibly diverse. Among the more than
payingtaxestothegovernment.
2,000kindsofdrinks,therearerawricewines,medicinalwines,spirits,fruit
wine,andmore,eachwiththeirownspecialbackstory.Tous,thegeneration
Thepromulgationofliquortaxorder(1916)
stuck in the modernized humdrum of daily life, the exciting stories?of a
?Onlytherichwhobrewedalcohols
drink as a cultural asset, of the maker, the region from which the drink
commerciallywereallowedtobelicensed.
comes, the ingredients, or the taste?certainly stand out. Whether you prefer
Abanonthemanufactureofalcoholsby
sweet or bitter alcohol, whether you want sourness or none, or whether you
individuals(1934)
desire heaviness in your drink or not, there is a traditional drink that will
?Thealcoholmanufacturingintheprivate
catertoyourtastes.Onlytraditionalalcoholhassuchmerits.
sectorwascompletelybanned.
Part of traditional Korean alcohol’s value lays in its contribution to
reviving the culture lost during the Japanese colonial period and Korean
Thepost-Koreanwarera(After1953)
War. However, considering how alcohol can be paired with the right side
Theuseofflourduetolackofrice
dish to create an atmosphere where people can truly enjoy taste and one
GrainManagementAct(1965)
another’scompany,beinga“mediumforcommunication”hastobethemost
?Useofriceinthemanufactureofalcoholwas
fundamentalvalueoftraditionalKoreanalcohol.
strictlyprohibitedduetolackofrice.
?Makgeollimadefromflourandsojumadeby
TheArgus:Whataresomeuniquemarketingstrategiesandways
dilutionofspiritbecamepopular.
thatdifferentiatesSool-damhwa?
Sojusrepresentingeachprovince(1976)
Lee:Whatweessentiallysoughttobewere“OnlineCuratorsofTraditional
?Onlyonesojucompanyineachprovincewas
Alcohol.”Thatis,wehopedtomosteffectivelyintroduceandselltraditional
authorizedtoproducesoju.
Korean alcohol to those who did not know of its existence. The traditional
Koreanalcoholmarketsizeissosmallataround500millionwon(about41
BeforeandaftertheSeoulOlympics
millionUSD)evenwithavarietyofover2,000typesofqualityalcohol.We
(1985~1991)
were convinced that it was not that people do not drink traditional Korean
ThereturnoftraditionalKoreanalcohol
alcohol, but that people cannot drink it because they do not know about it.
Thesurveyoftraditionalalcohol(1985)
Rather than letting consumers know of each individual drink, we decided
that an inexpensive subscription service where subscribers receive drinks
?Thegovernmentrediscoveredtraditional
alcoholtorepresentKoreaintheOlympics.
recommendedbyasommelierwouldbemoresuitable.
As recent college graduates, we did not have much capital. A subscription
Riceusedasarawmaterialforalcohol
(1990-1991)
servicewherewecouldfirstdeterminedemandbyprocuringoursubscriber
and then, shipping our products was more suitable to us unlike a general
?Riceispermittedtobeusedasrawmaterial
formakgeolliandsoju.
shopping mall. For a low investment group like us, a subscription service
was the most efficient way of facilitating funds. As for product marketing,
weworkedhardtoridthebiasoftraditionalalcoholbeing“old.”Withproper
Permissionforhomebrewing(1995)
branding, logos, website design, box design, and contents to name a few, we
Therestartofhomebrewingculture
strove to make it appealing to the younger audience. Currently, over around
80% of our subscribers are in their 20s and 30s, which I take pride in. It
Theeraofonlinesales(2017)
reflectsoureffort.Oh,anddigitaladvertisementhelpedsome,too.
Anincentivefortraditionalalcohols
30
www.theargus.org
32페이지 본문끝
메뉴
현재 포커스의 아래내용들은 동일한 컨텐츠를 가지고 페이지넘김 효과및 시각적 효과를 제공하는 페이지이므로 스크린리더 사용자는 여기까지만 낭독하시고 위의 페이지이동 링크를 사용하여 다음페이지로 이동하시기 바랍니다.