NewLook (CEO Kim In-ji) announced its participation in the ‘DRINK SEOUL 2024’ event, which will be held from April 11th to 13th at COEX in Seoul.
NewLook is a wellness brand that interprets the essence of traditional Korean liquor, called ‘Nuruk,’ as a ‘New Look,’ aiming to redefine traditional drinks for modern consumption. They strive to create new and sustainable Korean spirits that can become part of people’s daily lives, going beyond tradition.
With the goal of ‘popularizing traditional drinks,’ NewLook hopes that Korean spirits can be widely loved in people’s daily lives, even without the need for pancakes or rain, instead of beer, wine, or whiskey. Just as they first introduced the NewLook lineup offline at the ‘Drink Show Suwon,’ they plan to unveil their new product, NewLook Rise, at ‘DRINK SEOUL’ and conduct various events.
All NewLook’s products use patented fermentation methods to remove excess sugars from the original ingredients, enhancing the subtle sweetness with natural sweeteners like allulose. They boast a light and clean texture. Their ‘NewLook 3 Types’ have a 4% alcohol content, providing a refreshing drinking experience with natural carbonation similar to beer, earning the nickname ‘makgeolli-like beer.’ Their product lineup includes flavors like Earl Grey and Lemon. Moreover, they highlight the convenience of storage and consumption without refrigeration.
The ‘NewLook Rise,’ a 10% high-proof rice wine, was launched targeting dry wine enthusiasts. It offers a dry yet flavorful taste of rice, maximizing the diverse flavors of rice and allowing for a special experience on special occasions. It was sold out during its limited release of 500 bottles at a department store pop-up event.
A NewLook spokesperson stated, “NewLook, with its 0g of sugar and only 1/2 kcal, received positive market responses during its initial launch. The Drink Show Suwon, where we first showcased our product, received positive feedback from campers due to the product’s easy-to-handle ingredients, low alcohol content, and compact 500ml PET bottles, which are convenient for storage and recycling.”
Furthermore, they are expanding their distribution network through major online and offline channels and are planning various pop-up events in Seoul and the metropolitan area within the year. Convenience store placement is also in progress, and they plan to pursue small-scale exports to Japan and the United States by the end of the year.
The spokesperson expressed their aspirations: “The global trend in the beverage market is towards ‘healthy pleasure,’ with a growing preference for low-alcohol, sustainable drinking cultures. NewLook products are new rice wines that resemble beer or hard seltzers in terms of texture and ingredients.” They added, “We aim to leverage the expertise of our team members from global corporations to communicate our business in the market of opportunity effectively.”
DRINK SEOUL offers a convenient opportunity to explore a wide range of beverage industries, including premium traditional liquors, wines, distilled spirits, and non-alcoholic beverages, all in one place. During the exhibition period, KIBEX (Korea International Beer Expo), KIBA (Korea International Beer Award), and KIBCON (Korea International Beer Conference) will be held simultaneously. Additionally, side events such as B2B (1:1 business matching program), palace liquor brewing competition, and traditional liquor sommelier competitions are organized.