South Korea’s Lotte Chilsung Beverage Co. will introduce Makgeolli, Korea’s traditional sweet fermented rice wine, in India’s 21 trillion won ($19.7 billion) liquor market in partnership with Seoul Jangsoo Co.

Lotte Chilsung Beverage said on Thursday it will sell Rahua Makgeolli in India. Rahua Makgeolli with 4.5 percent alcohol content in a 350-milliliter can will be produced by Korea’s local rice wine maker Seoul Jangsoo while Lotte Chilsung Beverage will be in charge of exporting and promoting it in India, the company said.

The first batch of 2,800 boxes - each containing twenty four units of 350-milliliter can - will be sold at convenience stores and supermarkets in Delhi, northern India.

The company is optimistic that the Korean sweet fermented rice wine would appeal to Indian people who enjoy drinking various kinds of fermented rice wine similar to Makgeolli.

The country’s expanding liquor market, which is estimated at 21 trillion won as of the end of last year on the back of steady economic growth, is another factor that the Korean beverage has decided to export Makgeolli to India.

As Korean foods and drinks are considered chic and trendy in India, the number of people enjoying Makgeolli in India is also growing, according to Lotte Chilsung Beverage.

Before Lotte Chilsung Beverage, another Korean liquor brand Kooksoondang Brewery began supplying its fermented rice wine to the Indian market in 2014. Lotte Chilsung Beverage plans to branch out to other areas in central and southern India to secure stable sales network.

By Lee Duk-joo and Lee Ha-yeon

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