Kwon Yong-bok
CEO of Hoegok Brewery, Expert at Korea Food Research Institute
Introduction
I am a fourth-generation distiller, continuing a family business that began in 1902. I am committed to further developing the brewing industry due to its significant contribution to increasing local farm household incomes and fostering the rice processing industry. In particular, we are introducing various new products utilizing natural ingredients from Andong, such as chrysanthemum, yam, and purple sweet potato. While adhering to traditional manufacturing methods, we also strive to create spirits that appeal to modern tastes. Furthermore, I actively participate in international liquor exhibitions in various countries to globalize traditional Korean spirits, and I am working to diversify traditional liquors through the development of functional alcoholic beverages targeting younger generations.
The history of our Hoegok Brewery began in 1902 in Hoegok-ri, a small village in Andong, when a master distiller meticulously crafted his spirits. The village name, Hoegok (檜谷), originated from a large, ancient pagoda tree that guarded the village.
Pagoda trees have historically been called "Scholar's Tree" (學者樹) and "Auspicious Tree" (吉祥木), believed to bring flourishing scholarship, honor to the household, prosperity to the family, and happiness if planted in front of one's home. Hoegok Brewery began in this land imbued with the spirit of such a pagoda tree.
The brewing philosophy, passed down through four generations, goes beyond mere manufacturing technique; it is a way of life upheld by a family and the weight of tradition. With the clear water and climate of Andong, and the wisdom of fermentation passed down through generations, we reinterpret the beauty of tradition with modern sensibility – from makgeolli, clear rice wine (yakju), and distilled soju, to a diverse range of premium lineups – conveying the unique elegance of Korean traditional liquor to the world.
Today, we hope that those who drink our spirits are not just consumers, but companions who will continue the next era of Hoegok (檜谷) with us.
Highlights
CEO, Hoegok Brewery
4th-generation successor and inheritor of a traditional family business since 1902
Presidential Commendation (for contributions to high-quality rice production/distribution)
Expert at Korea Food Research Institute
Feelings While Doing This Work
If we had merely replicated the past, it would have been difficult to continue for four generations. The succession of my family's brewing business feels like a process of creative struggle, where we preserve what needs to be preserved while constantly pondering how to resonate with the current generation. Modern products like Gobackju or Wolyeong Andong Soju are perhaps my "most contemporary answer" dedicated to my ancestors.
Interview
Q. Please introduce the liquor that can be found at Solhyangjae Hanok.
Gobackju is a fragrant and smooth 13% ABV yakju (clear rice wine) crafted from the harmonious blend of Andong purple sweet potato and Baekjinju rice. As its name, "Goback" (告白, meaning confession), suggests, it carries the meaning of a drink that conveys one's feelings, making it popular for events and gifts. It is suitable for consumers who prefer a soft and subtle flavor.
We considered the clean taste of Baekjinju rice and the savory notes of sweet potato, and we thought it would be wonderful if the color of the purple sweet potato could be expressed in the liquor, which led to its development. The reason we chose to make it a yakju is because we believed it could best showcase the taste and color of purple sweet potato. While wine is often used for proposals or significant confessions, the crimson purple hue of Gobackju perfectly captures those shy, trembling emotions and excitement of a confessional moment. Wouldn't the sincerity of one's feelings be conveyed more deeply and specially with a glass of Gobackju at a special occasion?
Like pomegranate or raspberry, the wine's color suggests a fresh, slightly bitter fruitiness that first greets you, followed by a sweet and savory sweet potato aroma. Upon sipping, an acidity is initially perceived, but it soon fades, filling the palate with the distinctive flavor of sweet potato. The clarity and calmness of the liquor allow for a more comfortable enjoyment of the sweet potato aroma. We invite you to experience the lingering savory note that rises after swallowing, and the subtle bitterness that remains on the tongue.
Q. What is nature to you?
It is said that nature brews 80% of our liquor, and humans add the remaining 20% with sincerity. Nature seems to be both the ultimate supplier of ingredients, determining the success or failure of our spirits, and a strict teacher that imparts the aesthetics of waiting.
Q. How did you come to introduce your liquor at Greenear and Solhyangjae Hanok? And do you have a message for those who encounter Gobackju?
I anticipate that our brewery's liquor will make an attractive impression on various demographics, including foreigners, through modern curation within the hanok space. Beyond simply expanding the consumer base for traditional Korean spirits, I hope it becomes a venue for immersive traditional cultural experiences that satisfy all five senses, transcending mere drinking.
I hope that within Solhyangjae, surrounded by the beautiful scenery of Bukhansan, you will gaze upon the crimson hue of Gobackju and take the time to bring forth precious feelings hidden in your daily life. Through the subtle sweetness and smooth finish of Andong purple sweet potato, I hope you can release tension and experience warm connections where sincere conversations flow.
As you savor the deep aroma of our brewery's spirits, crafted with long time and sincerity, I hope you enjoy the unique experience and true leisure that our traditional liquor offers.
Inquire about collaboration
Kwon Yong-bok
CEO of Hoegok Brewery, Expert at Korea Food Research Institute
Introduction
I am a fourth-generation distiller, continuing a family business that began in 1902. I am committed to further developing the brewing industry due to its significant contribution to increasing local farm household incomes and fostering the rice processing industry. In particular, we are introducing various new products utilizing natural ingredients from Andong, such as chrysanthemum, yam, and purple sweet potato. While adhering to traditional manufacturing methods, we also strive to create spirits that appeal to modern tastes. Furthermore, I actively participate in international liquor exhibitions in various countries to globalize traditional Korean spirits, and I am working to diversify traditional liquors through the development of functional alcoholic beverages targeting younger generations.
The history of our Hoegok Brewery began in 1902 in Hoegok-ri, a small village in Andong, when a master distiller meticulously crafted his spirits. The village name, Hoegok (檜谷), originated from a large, ancient pagoda tree that guarded the village.
Pagoda trees have historically been called "Scholar's Tree" (學者樹) and "Auspicious Tree" (吉祥木), believed to bring flourishing scholarship, honor to the household, prosperity to the family, and happiness if planted in front of one's home. Hoegok Brewery began in this land imbued with the spirit of such a pagoda tree.
The brewing philosophy, passed down through four generations, goes beyond mere manufacturing technique; it is a way of life upheld by a family and the weight of tradition. With the clear water and climate of Andong, and the wisdom of fermentation passed down through generations, we reinterpret the beauty of tradition with modern sensibility – from makgeolli, clear rice wine (yakju), and distilled soju, to a diverse range of premium lineups – conveying the unique elegance of Korean traditional liquor to the world.
Today, we hope that those who drink our spirits are not just consumers, but companions who will continue the next era of Hoegok (檜谷) with us.
Highlights
CEO, Hoegok Brewery
4th-generation successor and inheritor of a traditional family business since 1902
Presidential Commendation (for contributions to high-quality rice production/distribution)
Expert at Korea Food Research Institute
Feelings While Doing This Work
If we had merely replicated the past, it would have been difficult to continue for four generations. The succession of my family's brewing business feels like a process of creative struggle, where we preserve what needs to be preserved while constantly pondering how to resonate with the current generation. Modern products like Gobackju or Wolyeong Andong Soju are perhaps my "most contemporary answer" dedicated to my ancestors.
Interview
Q. Please introduce the liquor that can be found at Solhyangjae Hanok.
Gobackju is a fragrant and smooth 13% ABV yakju (clear rice wine) crafted from the harmonious blend of Andong purple sweet potato and Baekjinju rice. As its name, "Goback" (告白, meaning confession), suggests, it carries the meaning of a drink that conveys one's feelings, making it popular for events and gifts. It is suitable for consumers who prefer a soft and subtle flavor.
We considered the clean taste of Baekjinju rice and the savory notes of sweet potato, and we thought it would be wonderful if the color of the purple sweet potato could be expressed in the liquor, which led to its development. The reason we chose to make it a yakju is because we believed it could best showcase the taste and color of purple sweet potato. While wine is often used for proposals or significant confessions, the crimson purple hue of Gobackju perfectly captures those shy, trembling emotions and excitement of a confessional moment. Wouldn't the sincerity of one's feelings be conveyed more deeply and specially with a glass of Gobackju at a special occasion?
Like pomegranate or raspberry, the wine's color suggests a fresh, slightly bitter fruitiness that first greets you, followed by a sweet and savory sweet potato aroma. Upon sipping, an acidity is initially perceived, but it soon fades, filling the palate with the distinctive flavor of sweet potato. The clarity and calmness of the liquor allow for a more comfortable enjoyment of the sweet potato aroma. We invite you to experience the lingering savory note that rises after swallowing, and the subtle bitterness that remains on the tongue.
Q. What is nature to you?
It is said that nature brews 80% of our liquor, and humans add the remaining 20% with sincerity. Nature seems to be both the ultimate supplier of ingredients, determining the success or failure of our spirits, and a strict teacher that imparts the aesthetics of waiting.
Q. How did you come to introduce your liquor at Greenear and Solhyangjae Hanok? And do you have a message for those who encounter Gobackju?
I anticipate that our brewery's liquor will make an attractive impression on various demographics, including foreigners, through modern curation within the hanok space. Beyond simply expanding the consumer base for traditional Korean spirits, I hope it becomes a venue for immersive traditional cultural experiences that satisfy all five senses, transcending mere drinking.
I hope that within Solhyangjae, surrounded by the beautiful scenery of Bukhansan, you will gaze upon the crimson hue of Gobackju and take the time to bring forth precious feelings hidden in your daily life. Through the subtle sweetness and smooth finish of Andong purple sweet potato, I hope you can release tension and experience warm connections where sincere conversations flow.
As you savor the deep aroma of our brewery's spirits, crafted with long time and sincerity, I hope you enjoy the unique experience and true leisure that our traditional liquor offers.
Inquire about collaboration