"Please take a sip right now, before the foam settles."
On the 6th, 'Ebisu The Lounge' was set up in the Wine Works area on the first basement floor of The Hyundai Seoul in Yeouido, Seoul. An employee handed over a freshly poured draft beer, 'Ebisu Aftertaste,' and recommended tasting it immediately. This was because one could clearly perceive the differences in taste and aroma resulting from the pouring method only by drinking before the foam layer disappeared over time.
The Japanese premium beer brand Ebisu opened its first brand pop-up at The Hyundai Seoul approximately nine years after entering the Korean market. The venue for this inaugural pop-up, The Hyundai Seoul, hosted 1,892 pop-ups through last year, with the 20s and 30s age group accounting for 58% of total sales. In the past, brands such as 'Won Soju' and 'Jack Daniel's' also held successful pop-ups at The Hyundai Seoul.
Upon entering 'Ebisu The Lounge,' which runs through the 11th, a professional tapper (beer pouring expert) recommends beers poured in two different methods, paired with complementary food.
The first is 'Ebisu Original.' The beer and foam are mixed in an approximate ratio of 7 to 3, creating a dense layer of foam on top of the glass. Because the thick foam and beer are held together in the mouth, it is characterized by a smooth and creamy taste. Accompanying food included sausages, octopus, french fries, and olives. After eating the salty and greasy french fries and octopus, drinking the draft beer cleanly cleared the lingering flavors in the mouth. Each time a bite of food was followed by a sip of beer, it 'reset' the palate, naturally leading to reaching for the next snack.
The second, 'Ebisu Aftertaste,' differs from the moment of pouring. After filling the glass with beer and foam in an approximate ratio of 8 to 2, the tapper uses the 'overflow pouring' method, pouring once more so that it spills over the rim of the glass. As the beer and foam overflowed to cover the outside of the glass, the tapper placed the glass into a bucket of ice water to wash the exterior before handing it to the customer.
There is a reason for intentionally pouring the beer until it overflows. It was explained that this process adds more foam at the end, causing the beer inside the glass to rise and blend with the foam.
Although it is the same beer as the Original, due to this small difference, 'Ebisu Aftertaste' had a relatively distinct fruit aroma and beer flavor from the very first sip. A Basque cheesecake was served alongside 'Ebisu Aftertaste.'
If the first course was a familiar combination of enjoying salty snacks with beer, the second course was structured to conclude the meal with dessert.
Ebisu is a Japanese premium beer brand with a history of over 130 years and entered the Korean market in 2017.
An Ebisu representative stated, "Conveying Ebisu's value and how to enjoy it to consumers aligns well with the brand's direction," adding, "We plan to showcase drinking experiences, including draft beer, professional pouring, and food pairing, in various spaces."
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