The 9,900-won whiskey “Black & White,” sold exclusively through a collaboration between E-Mart and Diageo, recorded sales of more than 180,000 bottles within 10 months of its launch, confirming strong demand in the ultra-low-priced whiskey segment. The photo shows a liquor display at an E-Mart store. (Photo courtesy of E-Mart)
SEOUL, Jan. 27 (Korea Bizwire) — South Korea’s whiskey market is showing clear signs of polarization as prolonged inflation and a weak won reshape consumer behavior, with shoppers increasingly gravitating toward either budget bottles or high-end labels while shunning midpriced options.
Data released Monday by major supermarket chains indicate that sales of whiskeys priced under 30,000 won ($22) and those exceeding 100,000 won surged last year, even as demand for midrange products declined sharply.
At E-Mart, the country’s largest discount retailer, sales of whiskeys priced below 30,000 won jumped 30 percent from a year earlier. Premium bottles priced between 100,000 won and 200,000 won posted a 34 percent increase, while ultra-premium products above 200,000 won rose 28 percent. In contrast, sales of whiskeys priced between 30,000 won and 100,000 won fell nearly 19 percent.
One of the standout performers was “Black & White,” a 9,900-won whiskey sold exclusively through a partnership between E-Mart and Diageo. More than 180,000 bottles were sold within 10 months of its launch, underscoring strong demand for entry-level spirits amid rising living costs.
As the number of single-person households continues to rise, the so-called “home drinking” trend has taken root, prompting retailers to step up marketing efforts targeting solo drinkers. The photo shows a liquor promotion launched by Lotte Mart for home-drinking consumers. (Photo courtesy of Lotte Mart)
A similar pattern has emerged across rival retailers. At Lotte Mart, premium whiskeys priced above 100,000 won accounted for 49 percent of total whiskey sales last year, up from 42.9 percent in 2024. Budget products under 30,000 won also edged higher, while the midpriced segment lost more than seven percentage points of market share.
Homeplus reported a roughly 20 percent increase in sales of premium whiskeys, with bourbon emerging as a standout category. Sales of bourbon jumped about 30 percent, fueled by the growing popularity of highballs and cocktail-based drinking, where bourbon’s stronger flavor profile appeals to consumers.
Industry analysts say the trend reflects lasting changes in drinking culture since the pandemic, when at-home and solo drinking became widespread. As household budgets tighten, price-sensitive consumers are seeking the lowest-cost options, while seasoned whiskey drinkers and gift buyers are shifting toward premium bottles perceived to offer clearer value.
“With consumer sentiment under pressure, the middle of the market is being hollowed out,” a retail industry official said. “Demand is concentrating on either unmistakable value or collectible-grade premium products, and retailers are adjusting their product lineups accordingly.”
As inflation shows few signs of easing, retailers expect the divide in Korea’s whiskey market to widen further, with greater emphasis on ultra-low-price offerings and limited-edition premium releases.
Lina Jang (linajang@koreabizwire.com)
