Korean culture has been having a moment in the spotlight outside its homeland for a while now. Recently. KPop Demon Hunters became the most-watched Netflix film of all time last summer, surpassing 236 million views, while IRL K Pop acts have dominated in the US. Korean beauty and skin care products have also boomed, and American consumers are primed for all things Korean.
The latest Korean brand to land on US shores is SWRL, a modern take on traditional makgeolli, a fermented rice alcohol beverage. SWRL’s makgeolli is lighter, crisper, and bubbly, adapting the traditional Korean drink for contemporary tastes. The flavor lineup includes Original, Earl Grey, Yuzu and Pine Needles, and Mixed Cherries, a range that allows SWRL to position itself as an alternative to hard seltzers. It’s similar enough to the popular RTD, yet unique enough to intrigue and spark curiosity with its Korean heritage.
