Expansion of 'Home Tending' Culture Among the 2030 Generation... Whiskey Sales Quadruple Increase

[Asia Economy Reporter Lim Hye-sun] Transbeverage, a distributor of premium imported alcoholic beverages, announced on the 30th that its sales from January to October this year have increased by up to nearly four times compared to the previous year, depending on the type of liquor.

Whiskey sales, including bourbon whiskey ‘Wild Turkey’ and Scotch whiskey ‘Glengrant’, increased by 359% and 283% respectively, while sales of Italian liqueurs ‘Campari’ and ‘Aperol’ surged by 284% and 214% respectively. Consumer interest is expanding not only in whiskey but also in imported liquors such as liqueurs, which are still unfamiliar in Korea.

The high-proof liquor market, which had contracted due to the impact of COVID-19 last year, is regaining momentum. In the case of whiskey, a representative type of liquor, imports from January to October this year reached 110 billion KRW, a 72.2% increase compared to last year, marking the first growth trend since 2014.

Transbeverage cited the ‘MZ generation’ as the key factor driving the rapid growth of imported liquors. The ‘highball’ trend, where whiskey traditionally considered exclusive to middle-aged people is mixed with soda, and the ‘home-tending’ culture of making and enjoying cocktails at home have gained popularity among people in their 20s and 30s, significantly increasing related consumption.

In fact, the ‘Campari Home-tending Kit’ containing premium cocktail tools, launched by Transbeverage last year, sold out on the first day due to word-of-mouth among the MZ generation. Additionally, marketing activities that actively reflected the tastes of the MZ generation, such as the ‘Campari Road Campaign’ where users share their cocktail experiences on SNS, the ‘Negroni Week Limited Edition Kit’, and the ‘Wild Turkey 101 Miniature Package’, played a crucial role in boosting sales.

The ‘home drinking’ culture, where people enjoy alcohol at home, is also cited as another reason for the sales increase. While demand at major pre-COVID sales channels like entertainment bars shrank, the consumption pattern of purchasing imported liquors directly and enjoying them at home expanded, driving overall sales.

In particular, sales of home-use liquors from Transbeverage’s major brands (Wild Turkey, Glengrant, Campari, Aperol) sold at supermarkets and convenience stores exploded by up to 1,492% compared to the previous year. This is interpreted as consumers turning to imported liquors with a wider variety of tastes and types as they freely enjoy drinking at home.

Furthermore, the expansion of purchase channels for imported liquors has also been evaluated positively. Unlike in the past when they could only be found at duty-free shops or Namdaemun liquor market, recently imported liquors have become easily available at nearby convenience stores. Recently, a smart order-type liquor pickup service, where customers order online and pick up offline, has also emerged, greatly enhancing consumer accessibility.

A Transbeverage official stated, “With increasing interest in new types of alcohol centered on the MZ generation, we were able to achieve record-high sales through active marketing activities reflecting their tastes. In particular, some popular brands are experiencing shortages, with store inventories being shared on online communities and customers lining up for restocks. We will closely respond to these changes in demand and take the lead in expanding the premium liquor market.”

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