From the Road: Matt & Alesong head to South Korea

What a whirlwind! I'm Checking in halfway through a two-week trip to Asia to work with our Importers in Korea and Japan.  Here's a little update on the Seoul, South Korea half of my trip:

I departed EUG early on Monday April 7th bound for Seoul.  This trip is in conjunction with the Brewer's Association, our National trade organization , who hosts craft beer trade missions in various countries.  The point is to help promote American Craft Beer across the world.  We were fortunate to be chosen to attend, as we already had an importer that we have been working with since 2017 or 18. Some brewers joining us were on a mission to find an importer. For us, this would allow Alesong to see the market that our beer is being sold in and also strengthen the bond with our importer, John from Crister Beer, in that country.  Traveling with brewers from across America was a bonus, and quite good time as well.

This trip was centralized around the Korean International Beer Exhibition (KIBEX), which is sort of like our Craft Brewers Conference mixed with Great American Beer Fest, mixed with a food and drinks show.  

There was a small conference, hosted by the Korean Craft Brewers Guild, a trade show for brewers, a competition, and a festival for consumers.  In addition to that, at the fest, there were food booths, wine, sake, liquour, many beers, and a host of companies selling snacks and such. It was quite a sight, and very well attended.  Many of the attendees were young people and many were women, both of which is great to see!

Prior to KIBEX starting, the American Brewers went to the US Agricultural Trade Office, part of the USDA who is sponsoring this Trade Mission, to get a snapshot of the market for beer in Korea. After that we had a market two where I found some Alesong bottles in beer stores, and had a traditional Korean lunch. It was huge and delicious.  At KIBEX itself, we spoke on a brewers panel, poured beer for buyers and for consumers, and one evening had a wonderful Media beer pairing dinner alongside Chef Crystal Kim.  She is a famous Korean Masterchef who made an out of this world dinner with each of our American beers. We hit in the cleanup spot, featuring our Rhino Suit with a dish that contained Vanilla ice cream and a 'bar' made out of Korean Persimmon, peanuts and chocolate. It was quite nice.

Outside of all of this 'work', we also got to experience Korean Culture, food, and drink. And I got to go to dinner with our importer to a Michelin starred Korean BBQ. They need Alesong! There isn't enough time here, but when you see me in person, you can ask me about the Korean Soju and makgeoll experience. It was quite a night!

Now, before you think it was all fun and games,  I was able to squeeze in two jogs around the 1988 built Olympic Stadium. It was great to see the venue in person that my 16-year-old sports loving self watched all the way from small-town Iowa.

All in all, it was an incredible start to this long journey, plus Crister beer just put in a new order for Alesong Beer!  Trip success unlocked! Off to the Land of the Rising Sun, Japan! See you next week. 

Geonbae!

Matt