This study aims to investigate the product categorization and characterization of makgeolli (Korean rice wine [KRW]) among beer and wine samples. Projective mapping with ultra-flash profiling (PM with UFP) (n = 68) was conducted with 12 alcoholic beverage samples, including wines, beers, and makgeolli, and showed that participants characterized wine based on fruitiness, beer on bitterness, and makgeolli on sourness. s showed that PM with UFP had a combined explained variance of 47.4% with beer, wine, and makgeolli grouped separately. However, when participants were separated based on wine knowledge, low wine knowledge participants placed Shiraz close to makgeolli indicating participants were using a different metric in grouping the alcoholic beverage samples. When participants were tasked with using polarized sensory positioning (n = 91) to characterize makgeolli and wines, participants regardless of wine knowledge showed that wine and makgeolli had unique sensory traits and thus should be categorized differently.