Sejong is a brand of traditional Korean rice wine, or “makgeolli,” produced by Sejong Brewing in South Korea.
Makgeolli is a fermented alcoholic beverage made from rice, water, and nuruk (a type of yeast or fermentation starter). Sejong makgeolli is known for its smooth, creamy texture and mild, slightly sweet taste. It is produced using traditional methods and high-quality ingredients, and is considered to be one of the best makgeolli brands in Korea. The company remains committed to preserving Korean brewing traditions while also innovating and adapting to changing consumer tastes and preferences.
Since the 1950s, Sejong has been successful in expanding its market share domestically.
Objective: Break into Southeast Asia markets
In 2012, Sejong Makgeolli wanted to expand its distribution to Southeast Asia, through supermarkets, restaurants, marts and online stores. Sejong sought a long-term partner that understands both the Korean and Southeast Asian markets, and is communicative, responsible and trustworthy.
Solution: Following through on commitments and deliverables
Successful distribution
Sejong Brewing approached Enterprise Go to increase its presence in the region and at the same time, Enterprise Go was presented with an opportunity to introduce premium quality makgeolli to untapped markets in Southeast Asia.
Enterprise Go became the first company to import and introduce Sejong makgeolli in Singapore and Southeast Asia.
Subsequently, Enterprise Go introduced Sejong makgeolli to local supermarkets – Isetan supermarket in 2013, NTUC FairPrice in 2015, U Stars Supermarket in 2016, Meidi-ya in 2016, Cold Storage in 2017, and Haomart in 2021. With the help of Enterprise Go’s network, Sejong makgeolli also saw increased product accessibility to local Korean restaurants.
Customers in the region can purchase Sejong makgeolli from geonbae.com, a website under Enterprise Go specializing in Korean food and beverages. It offers a wide range of Korean alcoholic beverages including soju, makgeolli, and rice wine.
Consistent communication and support
Enterprise Go and Sejong committed to building a valuable long-term relationship by keeping each other updated on any developments, changes, or challenges.
Sejong supported Enterprise Go’s marketing activities for the annual Food Expo Exhibition and FHA (2016, 2023).
Results: A successful, collaborative partnership
By strategically accessing Enterprise Go’s expertise, Sejong Brewing easily gained insights and knowledge about Singapore and countries in the region, which accelerated the capturing of market share.
A good business relationship is built on mutual trust, respect, and communication, and the partnership between Sejong and Enterprise Go is a great example of that.
Through this strategic partnership, both Sejong Brewery and Enterprise Go have brought together a diverse range of skills, experiences, and perspectives that have led to new ideas and gaining a competitive advantage when breaking through new markets.
