LG Electronics "Significantly Expanding Homebrew Craft Beer Maker Tasting Events"

[Asia Economy Reporter Changhwan Lee] LG Electronics announced on the 5th that it will significantly expand tasting events to promote its capsule-type craft beer maker, LG HomeBrew.

LG Electronics started tasting events in February at LG Best Shops and department stores located in Seoul and the metropolitan area to introduce freshly brewed craft beer from HomeBrew.

Hype Plaza, which operates nationwide LG Best Shop directly managed stores, obtained a liquor manufacturing license at the end of last year, but beer manufacturing for tasting events was only possible at Hype Plaza’s headquarters in Gasan-dong, Geumcheon-gu. Since beer had to be brewed there and transported to the tasting event locations each time, it was difficult to expand the event areas beyond Seoul and the metropolitan area.

However, recently, the National Tax Service temporarily allowed beer for tasting to be brewed not only at Hype Plaza headquarters but also at nationwide LG Best Shop directly managed stores as part of proactive administrative processing and regulatory innovation. Accordingly, LG Electronics can now expand tasting locations to up to 100 LG Best Shops.

Customers who wish to participate in the tasting events can visit event stores such as LG Best Shop Gangnam Main Store and Busan Main Store on Saturdays or Sundays after mid-month. For detailed information on event locations and schedules, please refer to the LG Electronics website.

Earlier, in August last year, LG Electronics submitted an application to the Korea Institute for Advancement of Technology under the Ministry of Trade, Industry and Energy, requesting permission for tasting events related to LG HomeBrew, citing difficulties in product promotion and sales due to the inability to hold tasting events.

At that time, to hold tasting events promoting liquor to the unspecified public, a liquor manufacturing license and prior approval for the tasting event were required. However, to obtain the license, certain facility standards and other requirements had to be met, which LG Electronics found difficult to fulfill, making it impossible to acquire the license and thus hold tasting events.

The Ministry of Trade, Industry and Energy, leading the government's efforts to revitalize new industries, held the Industrial Convergence Regulatory Sandbox Deliberation Committee in October of the same year and approved the regulatory sandbox applied for by LG Electronics.

LG HomeBrew is the world’s first capsule-type craft beer maker that allows anyone to easily make their own beer. By inserting a capsule-type beer ingredient package and water into HomeBrew and simply operating the dial, fermentation, maturation, and storage are automatically carried out.

Additionally, LG Electronics applied the Micro Brewing method, which senses and controls temperature, pressure, time, and other factors in real time to achieve the optimal taste for each beer type. Customers can connect the product to Wi-Fi and monitor the entire beer-making process in real time through the LG ThinQ app.

LG HomeBrew users can brew five popular types of beer according to their preferences: Pale Ale, India Pale Ale, Stout, Wheat, and Pilsner.

Hygiene management, a crucial factor in making delicious beer, is also thorough. The hot water sterilization cleaning system cleans and sterilizes the inside of the device before, during, and after beer production. Additionally, if users subscribe to the Care Solution service, a Care Solution manager visits every six months to meticulously manage the product, including internal and external cleaning and filter replacement.

This content was produced with the assistance of AI translation services.