Taproom franchise produces unique beer for influencer expo

The Daily Beer Company (Daily Beer) was the main beverage partner at 2023 Seoul Con, the world’s first global influencer expo organised by South Korea’s Seoul Business Agency.  The event, which took place from 30 December 2023 and ran for three days at the Dongdaemun Design Plaza aims to become the leading influencer expo focusing on content, beauty, fashion, and a showcase for Seoul’s attractions to an international audience.

The influencers involved in the event have a combined subscriber count of 3 billion, with at least 500 million forecast to have tuned in to witness the special New Year celebration in Seoul.

Daily Beer participated as the main beverage partner, and provided a limited-edition craft beer for the event named ‘Oh! Seoul! IPA’.

According to Daily Beer, the limited edition beer was brewed using wild yeast harvested last summer from the pine trees of Mt. Namsan in Seoul by the enzyme-specialised research firm Biocraft.

Consequently, the IPA enjoys a refreshing pine needle aroma and subtle floral notes, with an alcohol content of 5.5%.

The specially brewed beer was made available at the event through a pop-up booth. There was also an event at the expo where attendees that had purchased the beer at the pop-up booth, could enjoy a free four-cut photo session with friends.

Daily Beer has become one of the leading craft beer taproom franchises in South Korea, operating more than 250 stores nationwide, including 45 directly managed locations.

It is collaborating with more than 50 local breweries to offer unique and high-quality craft beers.

On 20 December 2023, Daily Beer received the ‘Minister of Agriculture, Food and Rural Affairs Award’ for its contribution to the development of the franchise industry and the domestic craft beer industry.