Brand and business:
The Alley Pub (hereinafter called ‘TAP’) is a craft-beer pub located in one of the back alleys of Itaewon district, a cosmopolitan trend-setting neighborhood of Seoul, South Korea. TAP strives to be a place where customers can taste and enjoy a constantly changing portfolio of craft brews from different craft breweries both domestic and abroad. In order to consistently keep our portfolio current and appetizing, we at TAP invest significant time and resources trying to engage with interesting brewers with quality brews and will always go that extra mile to do so. While we welcome all customers who like to taste fine brews, we hope that time spent at TAP will help nurture our customers in becoming hopheads or craft-beer aficionados.
TAP serves small plates and bar food, and intends to position itself as an establishment for any and all who appreciate good craft-beer, regardless of age, gender, profession as well as their depth of knowledge on craft beer. Considering its back-alley location, TAP endeavors to be a comfort zone for those who just want to take it easy in a not-too-rowdy atmosphere and really relish their craft beer, with or without company.
Anyone with an appetite for quality craft brews who are willing to broaden their knowledge base of beer, but hopheads and discerning beer aficionados would ideally be regulars. Ideally however, majority of the customers would be in their late 20s~30s with some 40s in the mix while female customers would be more than 50%.
Values to communicate:
TAP would strive to be a place where diversity in premium craft beer can be experienced while allowing our customers to indulge themselves in the culture of winification (a culture of discerning beer appreciation like that of wine). But winification without being too commercial. Think Sonoma/Alexander Valley versus Napa for wine country.