Friday, March 30, 2012

Makkolli an Amazing Korean Drink and Why it is Being Marketed Wrong.

I have posted many pictures of funny Korean Marketing and I promise that more will come. That being said the following post is not about a funny ad.  It falls more into the classification that the Korean Marketers (and many followers) have there heads firmly stuck in there own ass when they promote Makkolli as a rice wine. (Sorry for swearing Mom) It shows a true ignorance of Makkolli, an ignorance of wine, and an ignorance of the brewing of alcohol in general. 




First off, let me tell you about makkoli.  It is Korea's Rice derived fermented drink, the best way to describe it is like Nigori Sake. It is unfiltered and looks milky white in the glass. (But unlike sake it only reaches 6% to 7% alcohol by volume.) It is  mildly sweet, tart and sometimes fizzy, it tastes a bit like fruity cream soda, with a kick. It sells green plastic bottles like Soju, but they are usually bottled in liter sized bottles.  It was originally popular only among farmers in Korea, earning it the nickname nongju — which translates as “farmer’s liquor.”   But in recent years it has been growing in popularity and spreading across the oceans and off the Korean peninsula.  I have even heard from the savvy Korean-American traveler that NYC has a handful of restaurants that are starting to stock makkoli. And with with Asain food taking off in America, a makkoli micro trend may be inevitable. But let me get back on topic. Makkoli is not a wine.




First off, I truly believe that the reason that Korean's call it a rice wine is to make it sound high class. It is not, it is cheaper then beer and a farmer's drink.  In most western countries the term "Wine" is protected by law, and makkolli doesn't fit into those laws. Set all this aside, because by calling it a "Wine" it doesn't do the justice to what a phenomenal brew Makkoli is. (I would know, I'm drinking one right now) Call me stubborn but sticking feathers up your butt doesn't make you a chicken.  Here is why Makkolli should be called a Rice Beer.


Wine is a natural fermentation that comes from the yeast and sugar found in fruit, specifically grapes.  Rice beverages get their alcohol from starch that is then turned into sugars mixed with water.  Rice can even be used in the brewing of barley and wheat beers because it is grain, but let me state this rice is never used in the brewing of wines. 

“But wait,” you may say, “Sake is made from rice and is called a ‘rice wine.’ And what about barleywine?”



OK excellent point, and there have been efforts to change those names as well.  Sake isn't a rice wine either. Sake is a grain alcohol, and is brewed and prepared more akin to beer. I said more akin.  Barley and and wheat beers have a two step brewing process where sake has a one step process.  As for Barleywine, it is traditionally called a "wine" due to the alcohol content, which is closer to wine.  and let me quote wikipedia on this “Since it is made from grain rather than fruit, it is, in fact, a beer.”  That being said I could hear people making an argument saying that barley wine and sake's alcohol content is closest to wine. Fair enough. But makkolli is not it, it has 6- 8%, which is close to what? Oh an Ale.... so you can't lump makkolli in with sake in this area.  Hey don't wines improve with age?...  Not makkolli that only has a shelf life of  2-3 months unless preservatives are added.  So makkolli, like beer (which has a longer shelf life), is best when you drink early.  Then it starts to degrade. 


OK put all of this aside, It is all about perception. When I am told I'm about to drink a wine I have certain expectations. When I am told I am going to drink beer I have others.  and when you drink makkolli, it fits in with the properties of drinking beer much more than wine.  To call it other wise is ignorant at best. 




Who cares, you may say. Well why bother classifying anything if your not going to classify something accurately. Don't be lazy and just lump everything that is made from rice into the category of "rice wine" It is more marketing speak from business men and politicians that are too ashamed of a great cultural product to call it what it is. So they try is spruce it up a bit. In fact makkolli has been largely ignored until recently when Japanese and Korean hipsters started drinking it and spreading it around the world.  So they put frilly clothes on it and started pouring it into Carafes. 


I think it is a bunch of crap and call it for what it is. A delicious rice ale. and I think it is awesome! Cheers! 
(apologies for grammar errors as I do drink while writing most of my blogs)


Ag

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