KoreaTechToday - Korea's Leading Tech and Startup Media Platform
  • Topics
    • Naver
    • Kakao
    • Nexon
    • Netmarble
    • NCsoft
    • Samsung
    • Hyundai
    • SKT
    • LG
    • KT
    • Retail
    • Startup
    • Blockchain
    • government
  • Lists
KoreaTechToday - Korea's Leading Tech and Startup Media Platform
  • Topics
    • Naver
    • Kakao
    • Nexon
    • Netmarble
    • NCsoft
    • Samsung
    • Hyundai
    • SKT
    • LG
    • KT
    • Retail
    • Startup
    • Blockchain
    • government
  • Lists
KoreaTechToday - Korea's Leading Tech and Startup Media Platform
No Result
View All Result
Home Topics LG

LG’s Beer-Making Machine, HomeBrew, Facing Marketing Issues

KoreaTechToday Editor by KoreaTechToday Editor
PUBLISHED: August 16, 2019 UPDATED: August 16, 2019
in LG, Retail
0
LG’s Beer-Making Machine, HomeBrew, Facing Marketing Issues
LG HomeBrew Machines

LG HomeBrew Machines

LG’s out-of-the-blue appliance, HomeBrew, may be facing more hurdles than it expected. As a marketing strategy, the company plans to hold beer tasting events for the device. However, government regulations are making it difficult for the company to proceed with its plan.

HomeBrew is a capsule-based beer making machine that intends to automate and simplify the home-based production of alcoholic beverages. It was launched early this year by LG Electronics during the Consumer Technology Association CES 2019. During the same event, it won the 2019 CES Innovation Award.

A specific government restriction prevents LG Electronics to hand out alcoholic beverages as the company is not a registered alcoholic beverage retailer.

“LG Electronics is not a beer company but a hardware company, thus we are not allowed to sell beer,” said Song Dae-Hyun, president of the LG Electronics’ home appliance & air solutions division. “It is difficult as we need to sell the HomeBrew without offering consumers a taste of the beer.”

Although reviews from around the world had hyped the product due to its ergonomic design and acceptable to above-average beer, regular consumers are still wary of buying it. A beer enthusiast interviewed by Korea Tech Today expressed reservations from buying a 3.99 million won ($US$ 3,293) without getting a taste of its output first.

What Can LG Do About It?

Nevertheless, representatives from LG Electronics said that they are still doing everything they can to proceed with the marketing event. An LG Electronics official said, “We applied to the Ministry of Trade, Industry, and Energy for temporary permission earlier this month to be allowed to hold events such as beer tastings as we need to give potential consumers the chance to taste the beer made by the HomeBrew.”

Fortunately for LG, South Korean law allows some companies to bypass specific laws for short period of times. Under the sandbox system, companies may disregard some rules with the permission of the necessary government offices for the development of new and innovative products, services, and methods. The government implemented the policy after local and international businesses criticized the Korean government for overregulation. According to them, these regulations prevented innovation and new technologies to prosper in the country.

When asked about how long it may take LG to secure such permission, an LG Electronics official said, “We are not sure about the timing as the Ministry of Trade, Industry and Energy is considering the issue.”

Tags: AutomationBeerHome AppliancesHomeBrewLG Electronics

Related Posts

LG Chem Launches Autonomous Smart Lab for Battery Material Research
LG HomeBrew Machines
AI

LG Chem Launches Autonomous Smart Lab for Battery Material Research

September 29, 2025
LG and SK Join Forces on AI Data Center Cooling and Energy Solutions
LG HomeBrew Machines
AI

LG and SK Join Forces on AI Data Center Cooling and Energy Solutions

September 25, 2025
LG Electronics to Transform Fan Experience at Baltimore Ravens’ M&T Bank Stadium
LG HomeBrew Machines
AI

LG Electronics to Transform Fan Experience at Baltimore Ravens’ M&T Bank Stadium

September 24, 2025
LG Group Expands U.S. Innovation Push with New AI and Robotics Center
LG HomeBrew Machines
AI

LG Group Expands U.S. Innovation Push with New AI and Robotics Center

September 15, 2025
South Korea Launches Investigation Into KT, LG Uplus Data Leak Claims
LG HomeBrew Machines
KT

South Korea Launches Investigation Into KT, LG Uplus Data Leak Claims

September 3, 2025
LG Uplus Launches “AI Universe” to Expand Public Access to Artificial Intelligence
LG HomeBrew Machines
AI

LG Uplus Launches “AI Universe” to Expand Public Access to Artificial Intelligence

September 1, 2025
No Result
View All Result

Most Popular

  • Ride-Hailing Rivalry: Kakao and Uber Bet on Membership Services in Korea

    0 shares
    Share 0 Tweet 0
  • Kakao Mobility Faces $10.5 Million Fine for Limiting Competitors’ Access to Taxi Platform

    0 shares
    Share 0 Tweet 0
  • Korea’s Navigation Battle Heats Up: Naver and Kakao vs. Google maps

    0 shares
    Share 0 Tweet 0
  • 5 Best Korean to English Translation Apps

    0 shares
    Share 0 Tweet 0
  • Naver Launches 3D Street View for Immersive Navigation Experience

    0 shares
    Share 0 Tweet 0
  • KakaoTalk to Adopt Instagram-Style Feed in Major 2025 Redesign

    0 shares
    Share 0 Tweet 0
  • Naver Maps Launches Guide in English, Chinese, and Japanese to Enhance Travel Experience for Tourists

    0 shares
    Share 0 Tweet 0
  • Top Nine Mobile MMORPG in South Korea for 2020

    0 shares
    Share 0 Tweet 0
  • Naver Unveils Asia’s Largest Data Center, GAK Sejong, for Tech Innovation

    0 shares
    Share 0 Tweet 0
  • South Korea Invests $1.1B to Build National AI GPU Infrastructure

    0 shares
    Share 0 Tweet 0

PRODUCTS

[ads_amazon]

TOPICS

  • Naver
  • Kakao
  • Nexon
  • Netmarble
  • NCsoft
  • Samsung
  • Hyundai

FREE NEWSLETTER

FOLLOW US

  • About Us
  • Cookie policy
  • home
  • homepage
  • mainhome
  • Our Services
  • Privacy Policy
  • Terms of Use

Copyright © 2024 KoreaTechToday | About Us | Terms of Use |Privacy Policy |Cookie Policy| Contact : [email protected] |

No Result
View All Result
  • Topics
    • Naver
    • Kakao
    • Nexon
    • Netmarble
    • NCsoft
    • Samsung
    • Hyundai
    • SKT
    • LG
    • KT
    • Retail
    • Startup
    • Blockchain
    • government
  • Lists

Copyright © 2024 KoreaTechToday | About Us | Terms of Use |Privacy Policy |Cookie Policy| Contact : [email protected] |