Women in their 30s and 40s, Major Buyers of Convenience Store Wine... Seven Eleven Strengthens Wine Service

Next Month, 'Smart Order Payment Service' Will Also Be Introduced

[Asia Economy Reporter Cha Min-young] It is the golden age of convenience store wine.

According to convenience store Seven Eleven on the 28th, wine sales from January 1 to June 26 this year increased by 32.2% compared to the previous year. In particular, after the mobile application 'Seven App' launched the wine reservation order service in mid-April, it recorded a growth rate of 60.3%.

The driving force behind the growth of convenience store wine is women in their 30s and 40s with economic power. In the usage status of the mobile wine reservation order service, the purchase proportion of women in their 40s was the highest at 22.3%, and women in their 30s accounted for 18.2%, totaling 40.5%. The overall female purchase proportion was also more than half (55.9%), exceeding that of men. Customers who purchased the high-priced wine ‘Chateau Mouton 750ml’ priced at 1.69 million won were also confirmed to be women in their 40s.

By region, Seoul showed the highest proportion at 39.7%, with the metropolitan area accounting for 66% of the total. Among Seoul’s districts, Gangnam-gu (15.4%), Jung-gu (12.0%), and Gwangjin-gu (9.7%) ranked highest.

Riding on this wine demand, Seven Eleven plans to introduce a ‘Smart Order Payment Service’ next month. Currently, the convenience store’s mobile wine reservation order service requires customers to order products via mobile and then visit the store to make payment and pick up. With the introduction of the Smart Order Payment Service, customers will be able to order and pay directly via mobile. At the store, they only need to verify their age and receive the product.

Seven Eleven also plans to increase discount events to boost wine sales. The current pick-and-choose event for seven types of wine this month will be expanded to include up to 12 items next month.

Nam Geon-woo, CMD of the Beverage and Alcohol Team at Seven Eleven, said, “Wine consumption seems to be increasing mainly among women, aligned with trends such as home drinking, home parties, and small luxuries in daily life. We plan to gradually expand the product lineup with various price ranges and volumes to match the golden age of wine, and will continue to carry out discount promotions steadily.”

This content was produced with the assistance of AI translation services.