Emart24 Surpasses 2,000 Stores Specialized in Alcohol Sales

E-Mart24 Liquor Specialty Store Exterior (R Gangdong ECT Branch). (Photo by E-Mart24)

[Asia Economy Reporter Seungjin Lee] Emart24 announced on the 23rd that its liquor specialty stores have surpassed 2,000 locations just 1 year and 5 months after their launch.

Emart24 introduced liquor specialty stores last February, anticipating an increase in 2030 home drinking customers seeking wine, whiskey, and more, due to lifestyle changes following the full implementation of the 52-hour workweek.

The liquor specialty stores feature dedicated shelves within convenience stores displaying wines, whiskeys, and other liquors. Currently, they offer a total of about 230 types of liquor, including around 150 kinds of wine and 70 kinds of whiskey.

Emart24 analyzes that the ‘cost-effectiveness strategy’ enhancing customer accessibility to wine has led to the expansion of liquor specialty stores. As of the 22nd, there are a total of 2,027 liquor specialty stores.

Considering that customers in their 20s and 30s are the main convenience store clientele, Emart24 has composed over 80% of its wine selection in the 10,000 to 20,000 KRW price range. From the 24th to the end of each month, they hold Wine Day, allowing customers to purchase wine at special prices.

Since January this year, Emart24 has also been conducting wine curation marketing by selecting a wine of the month and offering it to customers at affordable prices. So far, a total of 70,000 bottles of the wine of the month have been sold, and the June wine, La Crasade Cabernet Shiraz, experienced a shortage due to enthusiastic customer response.

In July this year, Emart24 launched the wine brand COMO to provide famous wines from around the world at reasonable prices.

With the expansion of liquor specialty stores, wine has emerged as a star product. An analysis of Emart24’s wine sales from 2018 to 2020 shows that sales in 2019 increased by 218% compared to 2018, and sales in the first half of 2020 grew by 215% compared to the previous year.

Areum Son, Emart24’s liquor buyer, said, “By focusing on wine for the first time in the convenience store industry in response to changes in customer lifestyles, we have established ourselves as a leading wine specialty convenience store in the industry. We will continue to offer differentiated wines unique to Emart24 to enhance customer satisfaction.”

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