'Knockout drink' returns after 11 years, and young Koreans can't get enough

After an 11-year absence, the iconic liquor brand Captain Q has returned to the market, igniting a nationwide frenzy. This relaunch resonates with middle-aged and older consumers who fondly recall the drink from their youth. Meanwhile, younger generations, who never had the chance to sample Captain Q, have developed a fascination with the brand, thanks to the infamous hangover stories that have transformed into lighthearted internet memes.

The product's scarcity has reached such an extent that it is reportedly changing hands in the secondhand market at prices several times higher than its original retail cost. Captain Q was initially launched in 1980 by Lotte Chilsung Beverage, formerly known as Lotte Liquor, and is recognized as one of the pioneering mass-market Korean liquors.

These types of products emerged during a period when liquor imports were severely restricted. They were essentially synthetic spirits created by mixing neutral alcohol (ethanol) with coloring, flavoring, and trace amounts of liquor concentrates to replicate the taste and scent of imported spirits.

Captain Q was a prime example of such products, boasting a modest rum concentrate infusion alongside neutral alcohol. Its budget-friendly pricing made it a favorite among college students and those seeking an affordable alternative to imported spirits. The drink's resurgence has sparked a renewed interest in Korean liquor culture, with the younger population eager to experience this nostalgic beverage that once defined a generation's drinking habits.