As liquor consumption culture increasingly emphasizes harmony with fine dining, pairings between alcohol and cuisine have emerged as a cultural trend that enhances the value of taste and visual experiences.
In response, the liquor industry is also rolling out events built around a variety of pairings.
Campari Korea, an importer and distributor of Italian premium spirits, will operate a gourmet pairing pop-up store for the single malt Scotch whisky The Glen Grant in Seongsu-dong, Seoul, from June 27 to July 5.
From June 12 to 25, The Glen Grant had already introduced collaboration menus reflecting the flavor profiles of each product at four restaurants with pairing master chefs: Table for Four, Gyuban, Mutan Gwanghwamun, and Liberté. At this pop-up, five pairing masters, including Chef Park Sung-chae, who presents desserts and bakery items, are taking part, expanding the experience so visitors can enjoy the gourmet concepts first proposed by the restaurants.
First, the brand’s heritage has been recreated in the space. Outside, a garden inspired by a Scottish distillery has been set up. Inside, the exhibition introduces James Major Grant, who established The Glen Grant’s philosophy and style, as well as the brand’s distinctive distillation method. In the aroma experience zone, visitors can compare the scents of The Glen Grant 12, 15, and 18 Year Old expressions. A taste test also recommends products and pairing menus suited to each visitor. By answering questions about images evoked by the aromas, preferred flavors, and the moments when they want to enjoy whisky, the program is designed to help visitors discover their whisky preferences based on personal taste.
Those preferences are then carried into a gourmet experience through menus developed by the five pairing masters. Drawing on their specialties in Italian, Korean, Chinese, French, and dessert cuisine, the chefs created six new menus tailored to the characteristics of The Glen Grant 12, 15, and 18 Year Old expressions. Visitors can enjoy each whisky and its collaboration menu separately, or experience The Glen Grant 12, 15, and 18 Year Old expressions together with the matching menus in a plated format.
At the master class led by brand ambassador Shin Jae-yoon, participants can learn about the brand’s heritage, compare the products through tastings, and experience how the menus developed by the pairing masters complement each expression’s flavor profile.
Visitors can also personalize custom embroidered key rings and canvas bottle carriers to suit their tastes. For customers who purchase bottles, the event will also offer The Glen Grant glass giveaways and laser engraving services.
As part of a global campaign marking the launch of Hyoketsu, Japan’s No. 1 RTD (Ready To Drink) product, and the brand’s 25th anniversary, HiteJinro will operate a pop-up store at the Kirin Ichiban Premium Beer Bar at the cruise dock in Yeouido Hangang Park through the 28th.
Hyoketsu Lemon uses only juice that has been extracted at low temperatures from fruit and then clarified through Hyoketsu’s signature freezing process. It has an alcohol content of 5.3 percent and comes in a 500 ml can.
With the concept of “ICE MAGIC,” the pop-up lets visitors first watch the moment when Hyoketsu, kept in a special refrigerator, turns into a cool slushy as it is poured into a cup, and then taste it for themselves. It also offers an unusual pairing by mixing it with a new frozen dessert product from the well-known Japanese confectionery brand Morinaga. In addition, the venue features performances by professional dancers that match the concept, as well as a photo zone.
Earlier this month, Bottle Bunker held the “Edward Lee X Kihwon Whisky Tasting Class,” where guests sampled three signature Kihwon Whisky expressions and enjoyed a four-course dinner pairing. Chef Edward Lee also presented special dishes he personally created with recipes designed to pair with whisky.
An industry official said, "Among Generation MZ, pairing has gone beyond a simple combination of alcohol and snacks and has become a kind of lifestyle expression that proves personal taste and maximizes gourmet experiences."
Kim So-hyung, compact@sportschosun.com
