Zenkimchi wants Korean promoters to stop calling makkeoli “rice wine” for the very obvious reason that it’s actually not a wine. Of course it’s not rice wine, it’s rice beer (or, yes, specifically “rice ale”), as any brewer can tell you. Of course, he sort of bolts past the point that is very obvious in this picture: If you look at that image for a moment, you’ll get why there’s not a hope in hell Korean makkeoli-promoters are going to consider branding makkeoli as “rice beer” or “rice ale.”