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Mull° drinks plans to expand to South Korea: a journey from Estonia to Asia

Estonian beverage manufacturer, Mull° drinks, renowned for its premium sparkling wine 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. 

“Asia, particularly South Korea and Japan, presents a similar economic landscape to the Baltic region,” said Lauri Sild, CEO and founder of Mull° drinks, a few months ago. Mull° drinks recognises the economic parallels between the regions and is preparing to debut in Korea now. The company’s expansion strategy leverages shared cultural nuances and consumer preferences.

With South Korea as one of its primary target export markets, representing a population of over 51 million, the team is optimistic about its regional prospects.

At the heart of Mull° drinks’ success lies its commitment 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.

Questions are answered by Lauri Sild, CEO and founder of Mull° drinks:

How you became interested in the Korean market among other countries in the world?

Many Koreans who have tasted Mull° drinks from all over the world have recommended entering the Korean market. Thanks to these personal experiences, the efforts of Enterprise Estonia and the Estonian Embassy in Korea, we were able to make our entry into Korea more realistic.

Mull° drinks will participate in the Seoul International Food Industry Exhibition from June 11 to June 14.

You have visited Korea for two consecutive years to participate in the Seoul International Food Industry Exhibition. What is Mull° drinks’ view of the Korean market? 

Mull° drinks loves Korea. During my visits to Korea and meeting Korean consumers, I noticed many similarities between Koreans and Estonians. They’re both very interested in food and beverage culture and are friendly and warm-hearted, which made it easy for us to find a connection. Additionally, the non-alcoholic beverage market is expanding mainly in the United States and Europe, and Korea is expected to follow a similar trend.

What features of Mull° drinks would attract Korean consumers, and who are your primary target consumers in the Korean market?

The appeal to Korean consumers is the high-quality beverage from Northern Europe. Rhubarb-based Mull° drinks without chemical additives are likely to captivate Korean consumers.

What are your plans for expanding into the Korean market this year? 

Mull° drinks is currently developing a route to enter the Korean market with importers in Korea. We hope to be able to officially introduce our products to Korean consumers in the near future.

How does Mull° drinks manage to produce beverages without using artificial preservatives, flavours, additives, or other chemicals?

Although chemical additives are cheaper and easier to produce, Mull° drinks refrains from using them. We strive to maintain the colour, taste, and quality of our beverages with natural ingredients. I would say that it is a commitment to taste and quality.

In addition to sparkling wine and non-alcoholic sparkling drinks, organic rhubarb drinks are known to be Mull° drinks the representative products. Can you detail the features of Mull° drinks’ products, especially the organic rhubarb drinks?

Rhubarb is harvested directly from Estonia and Northern Europe. It is a staple ingredient used in beverage production and is known for its great composition and taste. In Estonia, rhubarb is considered a “French grape” and is characterised by its strong acidity and 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.

What are the main benefits and characteristics of rhubarb? 

Rhubarb is a staple in Northern Europe, the United States, and Australia. Rhubarb is considered a superfruit packed with antioxidants (although it’s a member of the vegetable family) and may support bone health and blood circulation. In addition, rhubarb is rich in vitamin A, which helps prevent skin damage and premature aging, making it excellent for maintaining health and youth.


  • For the second year in a row, Estonian companies will participate in the Seoul International Food Industry Exhibition for four days from June 11 to June 14.
  • The companies visiting Korea this time are:
    • BalSnack International Holding, Estonia’s largest potato chip manufacturer that exports its products to more than 50 countries around the world.
    • Mull° drinks, a premium beverage manufacturer that mainly produces sparkling wine and non-alcoholic beverages.
    • EBM Group, produces various types of vegetable oils.
    • Coffee Crystal, manufactures specialty instant coffee (KOHE) with the highest quality coffee beans.
    • Punch Club, the cocktail company in Northern Europe with excellent taste and brilliant awards.
    • Nordmel, produces the finest quality natural honey in Estonian.
    • Revala, an Estonian ice cream powder manufacturer.
    • Karila, offers a unique experience by creating flower designs with special chocolate.

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