A whisky section of a discount store in Seoul (Yonhap)
SEOUL, April 25 (Korea Bizwire) – In recent years, a new trend has emerged among the younger generation of South Korea: the love for “ajae-sul,” or “old-timer’s favorites,” whiskey.
This phenomenon is particularly popular among members of Generation MZ, those born between 1980 and 2000, who have now become the primary consumer segment in the whiskey market, shifting it away from middle-aged drinkers.
The whiskey craze has also brought about a newfound appreciation for premium soju, which was once considered an “older generation’s favorite liquor” due to its high alcohol content and relatively high price.
However, as with whiskey, the status of premium soju has evolved into a “hip” drink among younger consumers. The interest in premium soju is attributed to the “value consumption” trend of Generation MZ, who are willing to invest in products they value.
This shift in alcohol consumption trends is reflected in the changing sales demographics.
According to convenience store GS25, people in their 20s and 30s accounted for 39.6 percent and 43.3 percent of whiskey sales, respectively, in 2022.
A similar trend was observed at convenience store CU, where 25.3 percent and 28 percent of whiskey consumers were in their 20s and 30s, respectively.
A customer browses whiskey products displayed on a shelf at a discount store in Seoul. (Yonhap)
One reason for the surge in whiskey consumption among young Koreans is the culture of “home drinking” and “solo drinking” that has emerged due to the pandemic.
With more time to invest in themselves, away from work parties and dinner dates, younger consumers can enjoy a drink without the pressure of getting drunk to fit in.
This spending pattern is in line with Gen MZ’s preference for investing in products they value, such as single malt whiskeys, which have become popular in recent years.
The popularity of highballs, a drink that combines whiskey with sparkling water or tonic water, has made whiskey more accessible to younger consumers.
Sales of tonic water mixed with whiskey have also increased, with Hitejinro Co. recording an 87 percent increase in sales of Jinro Tonic Water last year, the largest in the brand’s history.
On the other hand, premium soju sales increased by 58 percent year-on-year from January 1 to April 9, according to Homeplus.
While low-alcohol soju such as “Jinro Zero Sugar” and “Chum-Churum Saero”(New as the First Time) remain popular, premium soju with higher alcohol content is gaining traction among young Koreans, showing a polarized situation.
This phenomenon is linked to the “whiskey boom” of Generation MZ.
Moreover, in line with the whiskey boom, sales of western spirits have reportedly surpassed sales of soju at E-Mart.
In the first two months of the year, sales of hard liquor (typically “yangju” in Korean) were 3.6 percent higher than sales of soju.
The changing preference for western spirits among younger drinkers suggests a shift in the overall alcohol consumption culture in South Korea.
Ashley Song (ashley@koreabizwire.com)
