• The Journal of Information Systems
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• v.30 no.2
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• pp.189-214
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• 2021

Purpose This paper aims to effectively utilize user-generated content (UGC) and analyze the market structure of a relatively new market which lacks rich user review information. Specifically, we propose a domain-specific text mining tool for the domestic craft beer market and visualize the market structure by incorporating how individual beer products are positioned in the perceptual map of consumers. Design/methodology/approach We collect user review information from Naver blogs, and extract words that describe beers. We identify semantic relationships between beer products through text mining, and then depending on these semantic relationships, construct a graph representing the market structure of the domestic craft beer market based on the consumer's perceptual map. Findings First, beer products produced in the same brewery are perceived as very similar to consumers. Second, only two products, 'Heukdang Milky Stout' and 'Gompyo', was noticeably distinguishable from other products. Third, even though 'Gyeongbokgung' is from a different brewery, it is located very close to the products of 'Jeju Beer' brewery such as 'Jeju Baeknokdam Ale' and 'Seongsan Ilchulbong Ale', which suggests the influence of 'landmark series.' We successfully show that our methodology effectively describes the market structure of the craft beer market.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.42 no.3
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• pp.167-175
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• 2019

The purpose of this study is to analyze the factors influencing consumers purchasing of domestic, imported and craft beer through AHP analysis and to provide implications for marketing for each beer market. In this study, theories and calculations related to AHP analysis were thoroughly examined and selection attributes were determined by referring to existing theories. A total of 164 consumers who have purchased beer were the target of the survey. The results were analyzed by AHP analysis and the differences were analyzed. It was confirmed that the domestic, imported, and craft beer had the highest weight in the taste in the first layer. At this time, we can confirm that imported, and craft beer has a relatively high weight on taste and domestic beer has a relatively high weight on brand image. We also found that design and advertising images do not have a significant impact on beer selection. Even though it is study on beer, we can find people have different preference between their orgin. In this study, it is possible to show what type of factors does the beer manufacturing and distribution company should concentrate on by analyzing factors that consumers consider, unlike other studies focusing on consumption status of existing beer.

• Asia Marketing Journal
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• v.20 no.4
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• pp.1-19
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• 2019

This paper reports a case study of SevenBräu, the first company to acquire a license for small and medium scale beer manufacturing in Korea. This study explores how SevenBräu analyzed its consumers, competition, and environment to set its target market and successfully positioned itself to explore new markets in Korea. The company accomplished this through a mixture of marketing strategies with differentiated products and consumer benefits. SevenBräu has been growing fast and establishing its image as a "high-quality craft beer locally produced in a traditional way" and a "beer with regional characteristics," with young consumers (aged 20 to 35) as the main target. Such remarkable growth of SevenBräu can be attributed to factors such as: (1) product differentiation to satisfy the needs of consumers for taste, flavor, diversity, and freshness, (2) developing brands with regional characteristics and actively communicating its strategy through earned and owned media, and (3) sustainable management, considering both social value creation and environmental performance. Lastly, this case study presents challenges in the areas of brand management, value delivery network, and communication that SevenBräu needs to address in the beer market that faces increasing competition.

• Microbiology and Biotechnology Letters
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• v.50 no.3
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• pp.404-413
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• 2022

The process of manufacturing craft beer involves a wide variety of spontaneous microorganisms, acting in different stages of the brewing process, that contribute to the distinctive characteristics of each style. The objective of this work was to compare the structure of microbial communities associated with two different craft beer styles (Doppelbock and Märzen lagers), at a late maturation stage, and to identify discriminative, or style-specific taxa. Bacterial and fungal microbial communities were analyzed by Illumina sequencing of 16S rRNA gene of prokaryotes and the ITS 2 spacer of fungi (eukaryotes). Fungal communities in maturating beer were dominated by the yeast Dekkera, and by lactic acid (Lactobacillus and Pediococcus) and acetic acid (Acetobacter) bacteria. The Doppelbock barrels presented more rich and diverse fungal communities. The Märzen barrels were more variable in terms of structure and composition of fungal and bacterial communities, with occurrence of exclusive taxa of fungi (Aspergillus sp.) and bacteria (L. kimchicus). Minority bacterial taxa, differently represented in the microbiome of each barrel, may underlie the variability between barrels and ultimately, the distinctive traits of each style. The composition of the microbial communities indicates that in addition to differences related to upstream stages of the brewing process, the contact with the wood barrels may contribute to the definition of style-specific microbiological traits.

• Food Science and Industry
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• v.53 no.2
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• pp.225-234
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• 2020

During the Japanese colonial period, Japanese brewing companies established 2 breweries in Korea, and brought in malting barley seeds, began trial cultivation in near Daejeon area and Jeju Island, and cultivated hops in Hyesan, Hamgyeong-do. In 1933, Chosun Brewery Co. Ltd. and Showa-Kirin Brewery Co. were established in Yeongdeungpo by Japan and these 2 breweries became the birthplace of today's Hite Brewery and Oriental Brewery. Oriental Brewery tried to cultivate hops and malting barley in Korea, and once self-sufficient but now hops depend on imports, and production of domestic malting barley is about 5% of demand. Beer was only about 5% of domestic alcohol consumption in the early 1970s, but now occupies more than 50% and became the most popular alcoholic drink in Korea. Recently various beers are imported from the world, and many craft breweries serving variety of beers to consumers, thus Korean enjoy heyday of the beer culture.

• Journal of the Korean Applied Science and Technology
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• v.34 no.4
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• pp.924-937
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• 2017

For the study, 366 copies of questionnaire were distributed among and collected from Korean women in their 20s to 60s between April and May 2016. To investigate the utility of anti-oxidant beers that contain extracts of natural substance respectively, the anti-oxidantive activity were measured and preference for anti-oxidant craft beers was surveyed among the subjects. The result suggested that the subjects had positive perception toward drinking, Korean adult women highly prefer beer among different types of alcoholic beverage, and the form of drinking changed according to the stamina, mood, situation, place, and company. Also, natural substance extracts showed high levels of antioxidant effects and, in the survey on preference for craft beers, the aronia group scored higher than other groups. The findings in this study suggest, for Korean adult women, beer with anti-oxidant ingredients can be beneficial for skin and overall health. Also, the findings can be used as basic data related to drinking among adult women and development of anti-oxidant beer. The Journal of Digital Policy & Management. This space is for the abstract of your study in English.

• Journal of Korean Society of Rural Planning
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• v.25 no.2
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• pp.63-74
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• 2019

As the awareness of food security has increased, the Korean government has established national projects, such as Saemangeum proclaimed land, to secure sources of grain. Saemangeum is a large-scale agricultural area that was constructed to maintain preparedness for unstable food markets. This study aims to develop a $6^{th}$ Industrialization Model (SIM) for Saemangeum Grain Complex by applying feasible strategies to wheat and two-rowed barley which have low self-sufficiency rates. In addition, this study estimates the potential economic value of each development strategy associated with a sixth industrialization model to create higher added values from production, processing and tourism experiences. The strategic plan for primary, secondary, and tertiary industries is to combine cultivating and processing wheat and two-rowed barley for sales and linking them to tourism experience. This study shows value added from the combination of the primary, secondary and tertiary industry of wheat and two-rowed barley are 7.5 and 23.0 times more than those of the primary and tertiary industry combination, respectively. Through branding Saemangeum Grain Complex's products, such as Saemanguem bread and craft beer, would further enhance the economic benefits derived from the complex.

• Korean Journal of Plant Resources
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• v.36 no.2
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• pp.181-190
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• 2023

Domestic hop (Humulus lupulus L.) production has been suspended since the early 1990s due to foreign imports, but interest in local production is rising due to the recent craft beer boom in Korea. This study was conducted focusing on the development of growth characteristics and propagation technology for 6 introduced hop cultivars as a basic study for domestic hop production and breeding program. In the hop growth survey conducted in 2021 and 2022, the 5-year-old plants after planting generally showed a tendency to increase the height of strobile setting, strobile size, number and weight of strobile per hill compared to the 4-year-old plants. As a result of the experiment with hop vine cuttings, the average rooting rate of all cultivars was as high as 88% even in only water treatment that were not added with Atonik (Atonik, Arysta, Japan), a rooting agent. There were differences between cultivars in rooting length and rooting rate according to the Atonik treatment method. When checking the survival rate of the rooted cuttings seedlings after transplanting into the soil, it was confirmed that the survival rate of the cuttings in the tissue culture room was significantly lower than that of the cuttings in the greenhouse. However, in transplanting step, cutting plants from culture room condition was strongly inhibited plant growth because of changing environment conditions. As a results of tissue culture, the thidiazuron (TDZ) 1 ㎎/L treatment in the media generated 6 to 9 shoots/explant, while the 6-benzylaminopurine (BAP) 1 ㎎/L treatment generated only 1 to 2 shoots/explant. Therefore, it is more effective to culture by adding TDZ rather than BAP. These results indicated that the development of technology to manage stably after transplanting of cutting or micropropagating plants into potting soil is important for mass propagation of hops.