• Journal of Distribution Science
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• v.11 no.2
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• pp.11-21
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• 2013

Purpose - The purpose of the study is to promote the adoption of traditional liquor product contents in order to revitalize the market and to increase consumer awareness of traditional liquor. Research design, data, methodology - In this study, the 4P relationship model was evaluated that included the self-supporting business of traditional liquor, continuous business, diversification of the types of the liquor, and discovery of preliminary social enterprises for the distribution of the liquor. Results - The study suggested a 4P relationship model that consisted of traditional liquor as the product, traditional market as the place, promotion within traditional market, and payment of labor costs. In other words, selection of the traditional liquor product, place, rental supports, distribution and delivery strategies, operations, public relations and training, foundation of social enterprises, and discussion between departments. Conclusions - The central government, local governments, and merchants (the market association) should actively cooperate with each other to revitalize the market for traditional liquor. Social enterprises that rely on a non-profit business model are likely to revitalize the traditional liquor market.

• Journal of Distribution Science
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• v.12 no.5
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• pp.109-117
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• 2014

Purpose - The study investigates the history, production methods, market scale, and distribution of the traditional liquors of three countries: South Korean sokokju, Chinese shaoxing-chiew, and Japanese sake. These have similar production methods, being made from rice or cereal, cores of their respective food industries. Research design, data, and methodology - The study investigated the history of the three liquors, liquor classification in the three countries, and production methods. It examined the scale of the traditional liquor market and these countries' distribution structure. Results - Brand cognition of traditional liquors is affected by a focus on wellbeing and LOHAS (lifestyle of health and sustainability). Promotion and marketing strategies along with a high quality image, shelf life of draft liquor, traditional liquor identification systems, and high taxes on traditional liquor, and the need for continuous R&D and training of professionals all impacted the industry. Conclusions - These countries play important roles in world trade, seeking economic integration. By forming a free trade agreement (FTA), their traditional liquors, with a proud history, can be jointly branded in the world market.

• Journal of the Korean Society of Food Culture
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• v.21 no.1
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• pp.31-41
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• 2006

The purpose of this study was to examine the use of different sorts of Korean traditional liquor among male and female adults in Seoul and Gyeonggi province, their awareness of them and their preference in an effort to discuss what problems Korean traditional liquors were faced with and how they could gain popularity among people in general. First, It is investigated of drinking frequency by gender, 51.3 percent of the male adults drunk once or twice a week, and 33.2 percent of the female adults drunk once or twice a month. Thus, the men drunk more often than the women. By age, the adults who were in their 20s and 30s were far different from those who were in their 50s above in drinking frequency. Second, regarding what kind of liquor they enjoyed, the men enjoyed Soju the most, followed by beer and traditional liquors. The women enjoyed beer the most, followed by Soju and wine. The favorite liquor of the men was Soju, followed by beer and traditional liquor, and the women most liked for beer, followed by wine and Soju. The female adults preferred low-proof liquor more than the male adults. Third, concerning their awareness of traditional liquor, Andong-soju was most widely viewed as traditional liquor, which were followed by Munbaeju, Gyeongju-gyodongbeopju, Gyeongju-beopju, Gukhwaju, Ssal- makgeolri, and Geumsan-insamju. Overall, they were rarely aware what traditional liquor was. Fourth, as to purchase experience, the men and the older people had more experience to buy traditional drinks than the women and the younger ones. Fifth, as for anju (dishes for traditional drinks), they believed that panfried food and Kimchi should be served with coarse liquor. Panfried and streamed dishes were considered to be good complements to Takju (rice wine) and Cheongju (clear strained rice wine), and pot stew and soup were looked upon as good complements to distilled liquor. The above-mentioned findings illustrated that in order to step up the development of the traditional liquor industry, perpetual research efforts should be put into adding new tastes to unique traditional liquor drinks. And it's required to commercialize those drinks, and multiple P.R. and marketing strategies should be prepared to promote their sales.

• The Korean Journal of Community Living Science
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• v.17 no.2
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• pp.3-14
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• 2006

This study intends to offer suggestions for improving the security and competitive power of traditional liquors by investing in the status of intellectual property rights. Merchandising and the marketing strategies of traditional liquor are also addressed. The data was collected through a questionnaire survey given to 101 CEOs of traditional liquor manufacturers. The major results of this study were as follows: The management types of traditional liquor manufacturers were classified as the company 57 (56.4%), the corporation or the union 29 (28.7%), domestic industry 10 (9.9%), and marketing community or technology center 5 (5.0%). The competitive power degree of traditional liquor products was classified as strength 30 (31.6%), usual 30 (31.6%), weakness 35 (36.8%). The elements of strong competitive power were taste, functional (wellbeing) character, and attractiveness of the brand name. On the other side, reasons for weakness in competitive power were the marketing system, price competitiveness, and advertisement. The trademark registration of the traditional liquor appeared with 53%. The reasons not to pursue a trademark registration included the complicated and unnecessary process of registration acquisition, high registration expenses, etc. The perceptions of CEOs about the consumer's brand awareness for their product were low with an average 2.97. Explanations included insufficient advertisement and public relations, unrefined trademark design, and the meaninglessness of brand names. The marketing strategy of traditional liquor manufacturers according to annual sales were as follows: Manufacturers with high sales emphasized marketing strategies that focused on functional character, traditional image, high quality in image and package materials and design, high price strategies based on quality, and various sale promotions.

• International Area Studies Review
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• v.15 no.1
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• pp.391-423
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• 2011

This study was proceeded with interest on the influence of globalization factors of Korean traditional liquor on Korea national brand image and purchasing intention toward traditional liquor. Results show that the globalization factors except the superiority and special knowledge of Korean traditional liquor, the quality and promotion factors directly related to Korea brand image and purchasing intention toward traditional liquor. This fact improves the quality of Korean traditional liquor is most important factor deciding national brand image and purchasing intention. Also, Korea national brand image had influence on purchasing intention toward traditional liquor. And the quality factors of Korean traditional liquor had moderating effect on brand image and purchasing intention, which implies to improve quality and functional properties of Korean traditional liquor using promotion with Korean food to Japanese.

• Journal of Society of Preventive Korean Medicine
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• v.18 no.1
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• pp.93-101
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• 2014

Objective : The aim of this study is to analyze medicinal herbs, the ingredients of traditional Korean liquor, focusing on efficacy in the traditional Korean medicine. Through this study, for vitalizing traditional Korean liquor market, the researchers attempt to explain the superiority of traditional Korean liquor and the advantages of using herbs to brew alcoholic beverages. Method : We conducted a research targeting traditional Korean liquors in domestic market from July through september 2012, and finally 70 kinds of liquor were selected and analyzed. Results : Among traditional liquors, fermented liquors are most common. When comparing regions of brewery, the central region of Korea, Gyeonggi-do and Chungcheongnam-do, is major brew area. 37 liquors contain just one medicinal herb. followed 10 liquors contain two medicinal herbs. The most frequently used medicinal herb is Ginseng Radix. And Lycii Fructus, Schisandrae Fructus, Angelicae Gigantis Radix and Chrysanthemi Indici Flos are well used medicinal herbs to brew traditional liquors. In the classification of efficacy of medicinal herbs, tonifying and replenishing medicinal herbs are most popular as ingredients in the traditional alcohols, astringent medicinal herbs, exterior releasing medicinal herbs and heat clearing medicinal herbs are also frequently used. Investigation of tastes and properties of the herbs, it reached a conclusion as below: sweet taste is most common, followed by sour taste and bitter taste. Warm property is account for 50% approximately, followed by cold property. Conclusion : Medicinal herbs have been widely used in the traditional Korean liquor. It came out into the open that the liquor with medicinal herbs is very good for our body in terms of longevity and invigoration. However, liquor consumers concern about not only the efficacy but also the taste, scent and color. Therefore, further study about these things would be required to demonstrate the superiority of the traditional Korean liquor.

• Food Science and Industry
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• v.49 no.3
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• pp.97-102
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• 2016

It is important to encourage the restoration of the production of traditional Korean liquors, which is being undertaken by individuals, companies, and the government. The flavours of traditional liquors differ and depend on the environment and raw materials. This study on the traditional Gangwondo liquor is based on literature review and oral tradition. The history of and the scientific rationale behind the use of malt, which is a characteristic feature of the traditional Gangwondo liquor manufacturing process, must be systematically researched. It is important that independent two-step fermentation is used in Gangwondo, while in other regions simultaneous two-step fermentation is used. We expect that the current research on fermentation will be useful for the production of various traditional liquors. The total production of traditional liquors will need to be increased to meet the needs of the world festival, 2018 Olympic Winter Games in Pyeongchang.

• Journal of Agricultural Extension & Community Development
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• v.15 no.1
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• pp.23-47
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• 2008

The purpose of this study was to analyze intellectual property right status and brand origin of traditional liquor. The data were derived from the brand of 385 traditional liquor species in Korea. The major results of this study were as follows: 1) The management types of traditional liquor were classified into three categories, namely; individual 27(0.74)%, stock company 304(78%) and corporation or union 38(9.8%). 2) Among 385 traditional liquor species, 102(26%) got the trademark registrations and 129(34%) were in the process of trademark applications, while 154(40%) were unregistered brands. 3) The origin of 187(48.6%) brands used the material names such as fruits, rices, trees, roots and flowers, while 176(45.6%) brand used proper noun such as mountain, distinction, rivers etc.. 4) The designation certification status of traditional skill possessor according to national and local autonomous entity were; intangible cultural assets 42 people, master craftsman 28 persons, and provincial intellectual property 16 persons.

• Journal of the Korean Society of Food Culture
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• v.30 no.3
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• pp.377-386
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• 2015

The purpose of this research was to appraise physicochemical properties by utilizing different Mit-sool, Juk, Seolgi-tteok, and Godubap, to produce traditional liquor. In all experimental plots, pH and amino acidity tended to increase with duration of fermentation. Titratable acidity displayed a very high number on the second day but then tended to decrease as fermentation progressed. Sugar contents were highest on the fourth day and tended to decrease with time. Alcohol content increased sharply at the initial stage of fermentation and increased gradually. On the 15th day, traditional liquor made with Godubap recorded the highest alcohol content. Common free sugar components were glucose and sorbitol. Common free organic acid components were lactic, succinic, citric, tartaric, malic, and acetic acids. Volatile flavor compounds were six alcohols, five esters, three aldehydes, and two ketones. Regarding overall acceptability in the sensory evaluation, traditional liquor using Seolgi-tteok as Mit-sool scored the highest. Overall, even though different types of Mit-sool had different physicochemical properties, there were no significant differences in volatile flavor compounds or sensory evaluation scores.

• Korean journal of food and cookery science
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• v.30 no.1
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• pp.41-50
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• 2014

The purpose of this research was to exam the recognition and use for traditional Korean liquors and to consider the problems of traditional liquor businesses and the plans for its popularization. This study was conducted with 411 adults of 20 years old and above, all of whom lived in the Daegu and Gyeongbuk Provinces. According to the survey, females were higher than males(49.6%) by 50.4%, and ages 20 was the highest. With regards to what kind of liquor they enjoyed, the consumers enjoyed soju the most, followed by beer and traditional Korean liquors. The favorite liquor of the men was soju, followed by beer and traditional Korean liquor, and the women mostly liked beer, followed by soju and wine. An important-performance analysis (IPA) was performed for 17 attributes of traditional Korean liquor and identified the targets for product management strategies, including 'Variety', 'Functionality', 'Extended Recognition' and 'Healing hangovers'. The recognition of traditional Korean liquor was high in the order of takju, Fruit wine, Chongju, Yakju, Distilled soju, and Distilled liquor. As a result, the developing solid concepts of marketing strategy are required and may be achieved by understanding the consumer preferences and demands of traditional Korean liquors.