11st, 'Home Drinking and Solo Drinking' Trend Doubles Traditional Liquor Gifts

Non-Face-to-Face Holiday Growth Starting in January
'Gift Giving and Solo Drinking Items Special' Runs Until End of March
Live Broadcast 'LIVE11ilil Pocha' Also Available

11th Street, 'Gift Solo Drinking Items Special Exhibition'.

[Asia Economy Reporter Yuri Kim] With the trend of drinking alone and drinking at home spreading, the market for traditional liquor and non-alcoholic beverages available for online ordering is growing.

11st announced on the 16th that since launching the 'Traditional Liquor' specialty section within the mobile gift tab in November last year, the number of traditional liquor transactions through the 'Gift' service has nearly doubled on average per month compared to December last year.

They explained that the number of transactions surged sharply starting from January, when the Lunar New Year holiday took place, and the trend continues steadily. This is due to an increase in people sending traditional liquor as gifts influenced by contactless holidays, as well as the recent spread of home drinking culture. '11st Gift' recommends various traditional liquors suitable for gifts, such as Boksundoga Son Makgeolli, Bokbunjaju, Andong Soju, categorized by price ranges under 10,000 KRW, 10,000?20,000 KRW, 20,000?50,000 KRW, and over 50,000 KRW. They also introduce unique products like DIY Makgeolli kits (Baesangmyeon Brewery Makgeolli kit) that customers can make themselves.

Non-alcoholic beer is also gaining popularity among those who cannot drink alcohol or are managing their health. The transaction amount in the 'Non-Alcoholic Beverage' category on 11st increased by nearly 80% in 2021 compared to the previous year.

Among younger generations, the culture of drinking for enjoyment rather than intoxication is spreading, making non-alcoholic beverages popular even among people in their 20s and 30s. During the same period, the transaction amount among health-conscious buyers in their 20s and 30s increased by 45%, with a particularly high growth rate of 112% among female customers aged 20?24. According to last year's transaction rankings, Hite Zero, Cloud Clear Zero, and Tsingtao Non-Alcoholic were highly popular.

11st will hold a 'Solo Drinking Item Gift Recommendation' event within the 'Gift' service throughout March. This event, set up within the mobile gift tab, features about 120 selected products including non-alcoholic beverages (non-alcoholic sparkling cocktails, non-alcoholic beer, etc.), traditional liquors (Tokki Soju, honey liquor, Sunhyangju, fig takju, Godori wine, Bokbunjaju wine, etc.), snacks (jamon, fruit cheese, breadsticks, etc.), wine accessories (wine racks, wine stoppers, hologram wine glasses, electric wine openers, etc.), and home drinking supplies (soju dispensers, cream beer makers, ice buckets, mini brazier, custom soju glasses, LED beer glasses).

They are also preparing unique live broadcast content for home drinkers. Twice a month, through the 'Daily Pocha' corner on LIVE11, broadcasts for home drinkers are conducted. Scheduled at 8 PM, when customers prepare late-night snacks at home, the broadcasts engage viewers in real-time with counseling, snack mukbang, and virtual toasts.

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