Since the Covid-19 era, many things have changed in Korean liquor culture. “Low-Alchole Culture” and “Instagram” have activated the wine and whiskey markets, and among them, “Highball,” which is a combination of low alcohol and high-end culture, is leading the current mainstream trend in Korea. “Highball” is commonly used to refer to cocktails that can be easily made, such as “whisky soda” and “gin and tonic.” And the ingredients were simple, so people made a lot of “highballs” at home and started drinking them. In Korea, the culture of making and drinking cocktails at home is called “Home-Tending,” a combination of “Home” and “Bartending.”
As the “Home-Tending” culture spread, people began to be interested in RTS (Ready To Serve) products. I wanted to drink alcohol at home that requires a lot of ingredients to make and drink it myself. Therefore, as the RTS market grows, we decided to make products that give consumers taste and smell that are difficult to make at home.
