Yi Whan-woo is a Korea Times journalist primarily covering finance. He writes in-depth articles on macroeconomy and financial markets and previously covered sports, politics, diplomacy and inter-Korean affairs, among others. Feel free to contact him at yistory@koreatimes.co.kr.
Premium Argentine beer makes debut in Korea
Argentine Ambassador to Korea Alfredo Carlos Bascou, right, and E-mart Executive Vice President Noh Jae-ak hold glasses of Patagonia Weisse craft beer during a promotional campaign at E-mart headquarters in Seongsu-dong, Seoul, July 25. / Embassy of Argentina
By Yi Whan-woo
By Yi Whan-woo
Argentina is famous for wines and Koreans tend not to associate the South American country with beer.
Argentine brewery Patagonia Cerveza set out to change this last week, introducing its flagship brand — Patagonia Weisse — in Seoul.
This is the first South American beer brand to make its debut here, according to the Embassy of Argentina in Korea, which jointly organized the promotion campaign with hypermarket chain E-mart.
“I am honored to see to premium Argentine beer imported to Korea for the first time,” Argentine Ambassador Alfredo Carlos Bascou said during the campaign at E-mart headquarters in Seongsu-dong, Seoul, July 25. “I hope to see other Argentine beers in the very near future.”
The envoy was joined by E-mart executives, including Executive Vice President Noh Jae-ak and Patagonia Cerveza marketers.
A Patagonia Cerveza marketer said the introduction of Patagonia Weisse would open the doors for more quality South American craft beers.
Coming from Argentina’s craft brewery in the country’s southern frontier of Patagonia, Patagonia Weisse primarily uses cascade hops and wheat.
The 4.2 percent alcohol beer combines flavors of lemon and orange peel with pineapple and coriander.
The beer is 3,800 won ($3.20) per 475ml can and is sold at retail chain stores and convenience stores including GS25 and CU.
Patagonia Weisse pairs with fresh seafood, such as ceviche, a Peruvian dish made from raw fish marinated in lime juice with sliced onions, spicy peppers and fresh cilantro.
Meanwhile, the July 25 marketing campaign included a tasting event and Argentine tango performance.
Inspired by Argentina’s national park Mount Fitz Roy and the wilderness in Patagonia, Patagonia Cerveza values the preservation of nature and plants a tree for each box of its beer sold in Argentina and the United States.