1. Tell us about PEARE:PLAY.

PEARE:PLAY is the first perry-focused brew lab in Korea that enhances local value through brewing and art. Utilizing Naju pears, Naju’s local specialty, we aim to provide a new experience of traditional alcohol, connecting brewing culture with various local contents in Naju to offer unique attractions.

2. What inspired you to develop Ije : Made of Naju Pear?

While regions that are famous for producing fruit all have a fruit based alcoholic beverage, I always wondered why there was no Naju pear liquor. During the development of this item, I found out that in 1995, the first pear wine processing facility in Korea was established in Bonghwang-myeon, Naju, which released drinks like "Pear Wine" and "Iro." However, it went out of business after facing management difficulties. Now, tax reductions have been implemented to promote traditional alcohol, and there has been an increasing influx of young consumers through online sales, so we decided to approach this in our own way.

3. What aspect did you focus on the most in developing the product?

One of the biggest features of Ije : Made of Naju Pear is the vibrant red color of the liquor. This color can only be achieved through careful fermentation and meticulous control of the process. A lot of effort went into achieving this color. We collaborated with institutions like the National Institute of Horticultural and Herbal Science's Pear Research Center and the Naju Natural Color Industry Support Center in exploring the reason for the color and control methods. We also paid great attention to branding in order to highlight these advantages.

4. It seems like there were many challenges during the production process.

Making liquor from pears was not easy at all. At first, we aimed to create a 12% ABV still wine, but that significantly raised the entry barrier. Pears are typically perceived as a fruit known for their unique texture and refreshing taste, but fermentation causes these qualities to disappear. To maintain the warm flavor and refreshing sensation of our pears, we conducted numerous blending tests, which ultimately led to a product with a subtle sweetness, aroma, and sparkling quality.

5. What was the memorable moment during the contest?

Right before we prepared for this year's competition in early May, PEARE:PLAY's headquarters relocated to Naju. Moving the brewery was physically and mentally challenging, making me question whether we were able to enter this year’s contest or make it through the third round. However, receiving such a wonderful award made me realize that our decision to move to Naju paid off.

6. What are your future plans or goals?

PEARE:PLAY will go beyond being Korea's first perry brew lab to create new values from the familiar fruit ‘pear.’ We are continuously researching ways to upcycle the juice pulp and byproducts of the brewing process. Additionally, we plan to lead new local culture through brewing, rather than just making liquor. While it will not be an easy process, I hope you will look forward to our steady growth.