Traditional Liquor 'Gyeongtakju Rose 12%' Pop-Up Draws 100,000 Visitors, Sells Out

The pop-up event for the traditional liquor 'Gyeongtakju Rose 12%', hosted by the brand 'Gyeong (璄)', has successfully concluded at Lotte Department Store's Jamsil branch in Seoul.

The event, which ran from November 12th to December 2nd, saw an average of 4,500 visitors daily, accumulating over 100,000 attendees, a remarkable scale rarely seen in the traditional liquor industry.

Operating under a 'secretive drinking session' concept, the pop-up was themed 'An unauthorized drinking gathering, yet a taste everyone craved.' It offered diverse ways to experience the unique charm of Gyeongtakju. New members of the official online mall were treated to cocktail tastings and coupons.

The custom-designed glasses were a major hit, selling out daily and becoming coveted collector's items beyond mere glassware. Inspired by the curves of a moon jar and petal silhouettes, the glasses beautifully showcase the liquor's color and aroma. Limited edition bottles with artist signatures also garnered significant attention.

Interactive programs like a lucky draw, Yut Nori (a traditional board game), and SNS photo events kept visitors engaged. The live Gayageum (Korean zither) performances every weekend were a particular draw, creating moments where tradition and modernity intertwined. One visitor described the experience as a 'time travel,' calling it a 'small festival of liquor and music.'

The overwhelming offline popularity translated directly into online sales, with 'Gyeongtakju 12%' selling out across all channels. Pre-orders for 'Gyeongtakju Rose 12%' and the exclusive glasses will begin shipping sequentially from October 13th.

'Gyeongtakju Rose 12%' features a delicate pink hue derived from fermented domestic red rice, with a subtle fruity aroma, achieved without artificial colors or fruit additives. The unique double-layered label reveals a modern interpretation of a traditional 'Hwajedo' (flower and butterfly painting) when peeled back.

A brand representative stated, 'Thanks to the pop-up's immense success, Gyeongtakju 12% sold out across all channels. Due to overwhelming online inquiries, we've expedited the pre-order and official launch.' They added, 'Gyeongtakju aims to be a brand loved for its delicious taste and quality for a long time, not just a fleeting trend. We plan to make Gyeongtakju accessible in more places domestically and internationally.' The pop-up's success, coinciding with the Chuseok holiday, also boosted its appeal as a premium traditional liquor gift.

Netizens have reacted with excitement, expressing regret for missing the pop-up and anticipation for restocks. Comments like 'This is amazing,' 'I missed the pop-up, so sad,' and 'Perfect for a gift' highlight the strong demand and desire to purchase the product.