• 한국정보시스템학회지:정보시스템연구
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• 제30권2호
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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.

• 산업경영시스템학회지
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• 제42권3호
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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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• 제20권4호
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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.

• 한국미생물·생명공학회지
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• 제50권3호
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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.

• 식품과학과 산업
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• 제53권2호
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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.

• 한국응용과학기술학회지
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• 제34권4호
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• pp.924-937
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• 2017

2016년 4월부터 5월까지 20대부터 60대까지의 국내 성인 여성들을 대상으로 설문지 366부를 본 연구에 사용하였다. 천연 소재를 활용하여 항산화 맥주의 활용 가능성을 확인하고자 항산화 활성을 측정하였고, 항산화 수제 맥주에 대한 선호도 조사를 실시하였다. 연구 결과, 연구 대상자는 음주 인식에 대해 긍정적으로 확인되었으며, 국내 성인 여성들은 맥주에 대한 선호도가 높으며, 체력, 기분, 상황, 장소, 동행자 유형에 따라 음주 형태는 달라지는 것을 확인 할 수 있었다. 또한 주정으로 추출된 천연 소재에서 높은 항산화 활성 효과를 확인하였고, 수제 맥주 선호도 조사에서는 아로니아 열매를 첨가한 군이 전체적으로 높은 평가를 받은 것으로 확인되었다. 이와 같은 결과를 통해 국내 성인 여성 음주 및 항산화 맥주 개발에 대한 기초 자료가 될 것으로 사료되어 진다.

• 농촌계획
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• 제25권2호
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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.

• 한국자원식물학회지
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• 제36권2호
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• pp.181-190
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• 2023

국내 홉 생산은 외국산 수입으로 1990년대 초반 이후 중단된 상태이나, 최근 수제맥주 붐의 영향으로 국내 생산에 대한 관심이 고조되고 있다. 본 연구는 국내 홉 생산 및 육종을 위한 기반연구로 외국산 도입 홉 6개 품종을 대상으로 생육특성 및 증식기술 개발중심으로 수행하였다. 2021년과 2022년 진행한 홉 생육조사에서 재식 후 4년차보다 5년차에서 일반적으로 홉의 착화고, 착화수, 구화의 크기와 무게가 증가하는 경향을 나타냈다. 홉 삽목 실험의 결과, 일반적으로 발근제 '아토닉' 처리를 하지 않은 물꽂이에서도 전체 평균 발근율이 88%로 높았지만 아토닉을 침지하거나 희석하여 관주할 경우 발근율이 93%로 증가하는 경향을 나타냈다. 아토닉 처리 방법에 따른 발근력과 발근율에는 품종간 차이가 있었다. 발근 삽목묘를 상토 이식 후 생존율을 확인 하였을 때, 조직배양실에서 삽목한 것이 온실에서 삽목한 것에 비해 상당히 생존율이 떨어졌다. 따라서 홉 삽목시에는 물꽂이 만으로도 높은 삽목 성공률을 얻을 수 있으며, 상토 이식 후 식물체를 안정적으로 관리하는 기술 개발이 홉 대량증식에서 중요할 것으로 판단된다. 조직배양 기술을 통해 홉을 증식할 땐 IAA 0.1 ㎎/L에 BAP 1 ㎎/L 보다 TDZ 1 ㎎/L를 첨가하여 배양하는 것이 다경유도에 효과적이다. 이러한 삽목 및 조직배양 증식과 순화 기술을 정립하면, 국내 홉 건전묘 생산에 활용이 가능할 것으로 생각된다.