Estonian beverage producer Mull° Drinks, known for its high-quality sparkling wines and non-alcoholic beverages, has set its sights on the vibrant South Korean market. With a commitment to quality and sustainability, the company aims to introduce its products to discerning Korean consumers.

“A specific economic landscape similar to the Baltic region is present in Asia, particularly in South Korea and Japan,” said Mull° Drinks CEO and founder Lauri Sild a few months ago. Mull° Drinks recognizes the economic parallels between these regions and is now preparing to debut in Korea. The company’s expansion strategy is based on shared cultural nuances and consumer preferences.

South Korea, with a population of over 51 million people, is one of the company’s primary target markets, and the team is optimistic about the regional prospects.

At the heart of Mull° Drinks’ success lies a dedication to purity. The company avoids additives, relying solely on high-quality raw materials. Ingredients are sourced directly from Northern Europe, with rhubarb playing a central role.

Lauri Sild, CEO and founder of Mull° Drinks, answers some questions:

How did you become interested in the Korean market among other countries worldwide?

Many Koreans who have tasted Mull° Drinks beverages around the world have recommended entering the Korean market. Thanks to these personal experiences, along with the efforts of the Enterprise Estonia (EIS) and the Estonian Embassy in Korea, we managed to make our entry into Korea more realistic.

You have visited Korea for two consecutive years to participate in the Seoul Food international food industry fair. What is Mull° Drinks’ vision for the Korean market?

Mull° Drinks loves Korea. During my visits to Korea and meetings with Korean consumers, I noticed many similarities between Koreans and Estonians. Both are very interested in food and beverage culture and are friendly and warm, which made it easy for us to connect. Additionally, the non-alcoholic beverage market is expanding mainly in the United States and Europe, and it is expected that Korea will follow a similar trend.

Which markets is Mull Drinks currently operating in, and why are you now entering the Korean market?

Our sales volume in the Estonian market is significant. To continue growing, we have decided to enter the Korean (South Korea) and Japanese markets. There are many people there who appreciate Nordic pure food and drink and who have high purchasing power. Moreover, we feel a personal deep sympathy and attraction towards Korean people, which is important since we are a value-based company.

What are your initial experiences with the peculiarities of the Korean market?

Things usually do not happen quickly in Asian markets. It takes time. You need to visit and be present. Show sincere willingness to collaborate. Eventually, if things start moving, it can be significant, but it might not happen.

Korean people are very sympathetic and surprisingly close to Estonians. While the boom of non-alcoholic drinks is fully taking over in America and Europe, Korea is currently somewhere in the middle. Therefore, it is the right moment for us to make noise and hope for the best.

What is your long-term plan when entering the Korean market? What are the next steps/near-future perspective where do you hope to reach?

We currently sell roughly 0.5 million of our quality drinks annually in Estonia. In three years, we aim to sell 300,000 quality drinks in the Korean market.

Who are your local partners, distributors? Who do you hope to partner with?

At the moment, there is a very high interest in collaborating with us, and we are rather choosing who to continue with and who not to… Ideally, our products would be available in medium-sized retail chains as well as in restaurants in Korea.

Which products does the Mull Drinks hope to succeed with in Korea? Why these? Also, any alcoholic beverages?

Our main focus is on non-alcoholic beverages. However, we also bring our rhubarb sparkling wines, which are warmly received. The Nordic uniqueness, fresh taste, naturalness, and zero-chemistry policy are appreciated.

What external assistance have you used for entering the Korean market?

EIS has been a great help. We are very happy and grateful that with the help of EIS, we can sell our drinks in such distant corners of the world. The people at EIS are knowledgeable and very cool. After all, everyone has a common goal to take cool Estonian products to the wider world and thus make Estonia bigger. Simple.

What features of Mull° Drinks attract Korean consumers, and who are your main target groups in the Korean market?

Koreans are attracted to high-quality drinks from Northern Europe. Rhubarb-based Mull° Drinks beverages, free from chemical additives, are likely to attract Korean consumers.

How does Mull° Drinks manage to produce beverages without artificial preservatives, flavors, additives, or other chemicals?

Although chemical additives are cheaper and easier to produce, Mull° Drinks avoids using them. We strive to preserve the color, taste, and quality of our drinks with natural ingredients. I can say that it is a commitment to taste and quality.

In addition to sparkling wines and non-alcoholic sparkling drinks, Mull° Drinks organic rhubarb drinks are known as the company’s flagship products. Could you describe the features of Mull° Drinks products, especially the organic rhubarb drinks?

Rhubarb is harvested directly from Estonia and Northern Europe. It is the main ingredient in beverage production and is known for its excellent composition and taste. In Estonia, rhubarb is considered the “French grape” and is characterized by strong acidity and a refreshing taste. Based on our sales experience in the Korean market, 96.3% of Koreans who have tried rhubarb are willing to try it again.

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