2023-06-15 08:25:20
Season 2 released on the 22nd, package and taste very similar to the existing ones
Seven Broy “Is the recipe stolen… Inventory sales adversely affected”
Gompyo Wheat Beer made by Seven Broly. Season 2 only changed the name of the manufacturer from Sevenbroi → Jeju Beer, but the package is almost the same. <한겨레> material photo
“They said they were making Season 2 to showcase a new customer experience… . The taste and packaging are almost the same as the existing Gompyo Wheat Beer?” Daehan Flour Mills and Sevenbroi Beer, which had an “unbeautiful” parting over “Gompyo Wheat Beer,” a mega hit in the craft beer world that sold 58 million cans following its launch in 2020, ended up fighting in court. It seems that there will be controversy ahead of the release of season 2 scheduled for the coming 22nd. Summarizing the coverage on the 15th, Sevenbroi Beer said at the end of last month, “The Gompyo Wheat Beer Season 2, which Daehan Flour is planning to release in earnest from the coming 22nd in cooperation with its new partner Jeju Beer, has almost no taste and aroma as well as the packaging of the existing product. It is similar,” and filed an application for a provisional injunction to prohibit sales to the Seoul Central District Court. Next, Sevenbroy said, “Referring to or stealing our recipe constitutes an unfair act,” and also announced a policy to file a complaint once morest Daehan Flour to the Fair Trade Commission next week. In fact, according to the confirmation, the packaging and taste of ‘Gompyo Wheat Beer Season 2’, which is scheduled to be released on the market on the 22nd, is almost similar to SevenBroy’s existing season 1 product. The image of the bear holding a beer mug and wheat, and the phrase ‘sweet~witty~’ are also the same. What has changed is the extent to which the name of the manufacturer written at the top of the product has changed from ‘Seven Broy’ to ‘Jeju Beer’. It is a common opinion in the industry that the taste is similar. Like the season 1 products that gave a fresh feeling by adding peach fragrance, the season 2 products also have peach fragrance added. An official from the distribution industry said, “I tried the prototype, but I mightn’t feel a big difference in the taste of ordinary people.”
Gompyo Wheat Beer made by Seven Broly. Season 2 only changed the name of the manufacturer from Sevenbroi → Jeju Beer, but the package is almost the same. Provided by Seven Broy
Seven Broy is strongly opposing it. The trademark contract was terminated on March 31, but according to the contract, Seven Broy has the right to sell ‘Gompyo Wheat Beer’ until the end of September, which is six months, in order to exhaust the stock of finished products. In other words, for the next three months or more, two identical products with different manufacturer names will be sold at the same time. Sevenbroi is also suspicious of the possibility that the ‘recipe’ of Season 1 of Gompyo Wheat Beer was stolen. It is argued that it cannot be ruled out that the recipe submitted to Daehan Flour for an export contract was passed on to Jeju Beer. An official from Sevenbroi said, “Season 2 beer, which is the same as the existing product and package as well as taste, will be spread at the same time until September. Reference (stealing) of the recipe cannot be ruled out,” he said. “Once, the date for the newspaper for the application for injunction to prohibit sales was set on the 21st, but while Daehan Flour Mills insists on delaying the date, it is frustrating that the product release date is nailed to the 22nd.” . SevenBroy increased the amount of malt imports to meet the increased demand on the premise of contract extension, and signed an OEM contract with Lotte Chilsung Beverage until the end of this year. It is the position that you can’t just be ‘gapjil’. Even in the industry, there are opinions that the behavior of Daehan Flour Mills and Jeju Beer is contrary to morality. An industry insider said, “Even with a mega hit like this, changing the manufacturer is seen as an ‘action without partnership’, and releasing a new product that is almost similar to the existing product deserves criticism for not having any business intentions.” Regardless of the decision, it is highly likely to set a bad precedent in the industry.” Regarding this, an official from Jeju Beer, the new manufacturer, said, “We focused on creating a package that inherits the brand assets of the existing Gompyo Wheat Beer in consultation with Daehan Flour Mills. . Daehan Flour Mills said, “We have been discussing with our former partner, Sevenbroy, since before the end of March, when the contract was terminated, but we are disappointed that the company did not diligently engage in communication efforts for an amicable termination and applied for a provisional injunction.” “We will expand the customer experience in line with the core value of the Gompyo brand, ‘pleasure,’ through new products that will be released soon in line with new changes,” he said. By Yu Seon-hee, staff reporter [email protected]
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