Makgeolli, Now Not 'Ajae Alcohol' but 'Inssaju'
Baesangmyeon Brewery's 'Neurin Maeul Makgeolli'... Online Sales Up 83% in One Year
MZ Generation Responds to Newtro Trend
[Asia Economy Reporter Koo Eun-mo] Makgeolli, once considered a drink for middle-aged men known as ‘Ajassul,’ is reinventing itself as a trendy ‘Insasul’ favored by the younger generation, riding on diversified sales channels. According to the liquor industry on the 15th, Baesangmyeon Brewery’s ‘Neurin Maeul Makgeolli’ saw an 83% increase in online sales compared to a year ago. Although current liquor tax law prohibits online sales of alcoholic beverages, traditional liquors have been exceptionally allowed to be sold online since July 2017 to revitalize the domestic market.
A representative from Baesangmyeon Brewery explained, "The ease of purchase through various online markets such as Naver Shopping, various open markets, KakaoTalk Gift, and Market Kurly has influenced the sales increase." The popularity of makgeolli was also explosive in large supermarkets. Lotte Mart’s makgeolli sales growth rate slightly increased from 10.6% in 2019 to 12.7% in 2020, then jumped significantly to 27.2% last year. Emart also saw its growth rate rise by more than 15 percentage points, from 14.6% in 2020 to 29.7% last year.
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The industry views the recent increase in makgeolli sales as driven by young consumers. A representative from Jipyeong Brewery said, "With the rise of the newtro trend, makgeolli, once considered ‘the drink of the elderly,’ has gained a hip image, receiving positive responses among the MZ generation (Millennials + Generation Z)." He added, "In the ongoing ‘home drinking’ trend due to social distancing, makgeolli’s relatively low price compared to whiskey or wine lowers the entry barrier, and its relatively low alcohol content compared to soju makes it easy to enjoy alone without burden, which are also factors contributing to its popularity."
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