“Make traditional liquor by boat”… The story of ‘now’ made in partnership with Naju Youth Entrepreneurship
On the meeting of tradition and modernity, a young man’s challenge is becoming a bridge between local rural and concrete consumers.
Jeollanam -do announced that it has chosen the sparkling fruit of the Naju Youth Brewab ‘Pear: Play’ as the normal liquor of this month.
This alcohol is literally a “ship product of ship.” It was manufactured by fermenting pear juice made by mixing various varieties equivalent to the specialty of Naju, equivalent to golden boats and chills.
The alcohol level is low at 5%, so anyone can drink casually.
This drink is the representative of a young man in his 30s who was born and raised in Seoul.
“I desired to experiment with the brand new possibilities of fruitism,” he said. “I desired to reinterpret the unfairness that traditional liquor is rustic and reinterpret it as a young and sensual brand.”
Lee sees the act of brewing as a ‘cultural arts’, not only a producing, and has continued to experiment with alcohol, space, and folks by launching a brewab (laboratory -type brewery) directly in Naju.
‘Now’ has already attracted attention within the industry. In 2025, he won the Grand Prize in Korea’s Liquor Grand Prize, and won the Grand Prize within the Best Prize within the Nam -do Woori Woori Fair in 2024.
Beyond simply the patron goods of alcohol, it has demonstrated the opportunity of a cultural product that mixes design and story.
Specifically, it’s unusual in that it’s a sparkling fruit that uses ‘pear’, not makgeolli or medicine, which is common when traditional liquor is common.
‘Pear’ has not been widely used because the important ingredient of alcohol. Some local governments have produced small quantities of wine dipped by boats, but sparkling fruits are rarely successful.
There was a robust cooperation with the region within the background of this concept. Lee is receiving high -quality pear juice through contract cultivation with Naju regional farmers, and continues to speak with local farmers.
In relation to this, the farmers in Naju area said, “I used to be grateful that the town youth got here down with interest within the ship.”
In truth, ‘now’ is a collaborative work of young founders’ passion and native seniors.
Distribution remains to be offline, but online sales will begin within the second half of this yr. The selling price is 8,500 won per bottle. It’s evaluated as an inexpensive price as a standard liquor.
Fairyplay goals to expand drinking experience as a medium between people and regions, not only consumption. To this end, there may be an everyday open workshop and a brewing experience program.
Lee said, “It’s most rewarding when young individuals who come to the brewery are” alcohol are made like this. “
Park Sang -mi, Director of Agricultural and Food Distribution, Jeollanam -do, said, “Fairy play is a standard future model that mixes local specialties and young people.”
A conventional bottle of alcohol creates a brand new culture by meeting young people’s challenges, rural areas, and consumers’ senses. ‘Now’ will not be just the name of the alcohol, but additionally a youth start -up declaration that began in Naju, Jeonnam.
By Yang Joon -seok, reporter kailas21@aitimes.com
