"Style? ... It's a Preference" MZ Generation Captivated by Whiskey and Premium Soju

Whiskey Sales Up 450% Year-on-Year Over 3 Months
20s and 30s Account for 34%... Share Increased by 10% Since 2019
Premium Soju Like Wonsoju Also Sold Out Daily

Demand for spirits such as whiskey and premium soju is increasing among people in their 20s and 30s.

[Asia Economy Reporter Kim Jung-wan] #. University student Oh (25) has recently become deeply fascinated with whiskey. Having first encountered alcohol through soju and beer, he did not enjoy drinking. Oh said, "At noisy drinking gatherings, I would drink soju depending on the mood, and after getting drunk, the hangover the next day was very severe," adding, "After discovering whiskey, I found it interesting to learn about the various types, and the hangover the next day is not as bad, so I find myself drinking it often." He also added, "There is a certain pleasure in having a 'solo drink' one glass at a time."

Recently, whiskey consumption among people in their 20s and 30s has been increasing. Although the alcohol content is close to 40 degrees, making it nearly a strong liquor, its popularity remains undiminished. Along with the rising popularity of premium soju, which is more expensive than regular soju, the drinking preferences of the MZ generation are becoming more differentiated. They actively seek out the liquor market by putting in effort and participate enthusiastically in special whiskey events, clearly expressing their tastes. The industry is also quickly supplying the types of alcohol sought by the MZ generation and holding various events.

Citizens are purchasing whiskey at a whiskey store in Namdaemun Market, Seoul. The photo shows the store as of last June. Photo by Kim Jeongwan kjw106@

The popularity of whiskey among young people can also be confirmed by statistics. According to Lotte Duty Free on the 31st, domestic whiskey sales in the past three months increased by about 450% compared to the same period last year. Among the sales, the share of those in their 20s and 30s accounted for 34%, which is about 10% higher than in 2019 (24%). Compared to pre-COVID-19 in 2019 (24%), it increased by about 10%.

As a high-priced liquor, whiskey, which previously had low demand among young people, has now become a 'hip' drink for those in their 20s and 30s. Many people have started doing 'open runs' to get their hands on hard-to-find expensive whiskeys like 'Balvenie' and 'Macallan.'

Park (29), a third-year office worker, said, "I checked convenience stores and whiskey shops, but I couldn't find the 'Macallan' I was trying to get," adding, "Since there is only one distillery, even if you do an open run, there are many cases where you can't buy it because it's sold out, but I really want to get it."

◆ "Is Park Jaebeom here?" Not only whiskey but also 'expensive soju' premium liquors are popular

In addition, the number of MZ generation consumers seeking premium liquors is increasing. According to CU, people in their 20s and 30s accounted for 62.8% of premium soju purchases across all age groups, showing the largest proportion. This is a higher percentage than the relatively higher purchasing power groups of people in their 40s (18.1%) and 50s (11.5%).

In response to this situation, the industry is reacting quickly. Seven Eleven expanded offline sales of 'Tokki Soju,' a Korean-style premium traditional liquor, earlier in May. GS25 released 'Wonsoju Spirit' on the 12th of last month to resolve production volume restrictions of 'Wonsoju,' a soju famous for rapper Park Jaebeom.

Premium soju 'Wonsoju' is reported to have surpassed Cass and Chamisul, which have been the undisputed first and second in liquor sales.

Wonsoju Spirit is a distilled soju launched by singer Park Jaebeom, who directly established a liquor manufacturing company (One Spirits). It is the second product following the first, 'Wonsoju.' Although the price (12,900 won) is higher than regular soju, it continues to sell out mainly among the MZ generation.

Since its release, Wonsoju Spirit rose to number one in GS25 liquor sales within a week. Surpassing the long-standing top sellers Cass and Chamisul, it continues the 'sold-out frenzy.' In February, a 'Wonsoju' pop-up store was held at 'The Hyundai Seoul' in Yeouido, selling out the initial stock of 20,000 bottles.

CU also brought Tokki Soju, which was sold through mobile reservation purchases, into offline stores. Additionally, CU launched 'Uirinam Soju,' modeled by actor Kim Boseong, and Seven Eleven is expected to join the craze this month by introducing singer Lim Chang-jung's 'A Glass of Soju.'

Convenience store chains have also expanded their distribution networks. 'Grants Triplewood' whiskey, introduced by CU on the 13th of last month, sold out within five days of release, and GS25's bourbon whiskey 'Kentucky Spirit,' sold since June, saw about 500 bottles?equivalent to three out of ten barrels?sold in less than a day after launch.

A convenience store industry official said, "When limited edition whiskey or soju is released or related events are held, young people are the most frequent visitors," adding, "They can be seen as the core demand group recently." He also said, "Since it is considered a trend among them, the industry is actively developing and strengthening products accordingly."

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