전통주 제조 스타트업의 경쟁력 분석 : VRIO Model을 활용한 ‘원스피리츠 주식회사’ 사례 연구

This study attempted to analyze the competitive factors of traditional liquor manufacturing startups using the VRIO Model, focusing on ‘Wonspirits Co., Ltd’, a successful celebrity brand in Korea’s liquor industry. The research employs literature analysis and in-depth interviews with stakeholders. By examining the company’s resources and capabilities through the VRIO framework, the study aims to contribute insights for the future development of the traditional liquor industry and culture. In terms of ‘Value’, the company’s innovative design merges traditional motifs with hip-hop culture and unique packaging, enhancing consumer engagement. As of ‘Rarity’, strategies like limited distribution and the use of complex decompression distillation processes enhance the rarity of the products. In terms of ‘Imitability’ traditional clay pot aging techniques, difficult for competitors to replicate, help safeguard the brand's uniqueness. In terms of ‘Organization’ efficient integration of production and marketing, alongside storytelling centered around the CEO, boosts brand value and operational efficiency. These strategic elements enable One Spirits to not only compete effectively in the market but also contribute to the broader proliferation and appreciation of Korean traditional liquor culture.