GS25's Butter Beer Becomes Fastest Million-Seller... 2 Million Cans to be Supplied by Year-End

A customer is selecting Butterbeer at GS25's Butterbeer pop-up store. (Photo by GS Retail)

[Asia Economy Reporter Jeon Jinyoung] GS Retail's convenience store GS25 announced on the 14th that the cumulative sales of the four types of Butter Beer from Boulangerie Beurre, launched at the end of September, surpassed 1 million cans as of the 11th. Considering that supply was halted for 14 days due to demand outpacing supply, an average of 35,000 cans were sold daily over 29 days.

Thanks to Butter Beer, GS25's craft beer sales in October grew by 147.5% compared to the same period last year. Even compared to August, known as the peak season for beer sales, the sales were 66.9% higher.

GS25 plans to supply an additional 2 million cans of Butter Beer by the end of the year. The strategy to significantly expand the supply volume to 1 million cans on the 20th of last month is believed to have fueled the Butter Beer craze. Lotte Chilsung Beverage, entrusted with production, has begun mass production of Butter Beer, supporting the supply of an unprecedented volume.

A Butter Beer pop-up store has also been planned for the core customer base, the MZ generation (Millennials + Generation Z). In fact, 86% of customers purchasing Butter Beer at GS25 are in their 20s and 30s. GS25 expects to further amplify interest in Butter Beer by opening an experiential store favored by the 20s and 30s age group. The Butter Beer pop-up store opened at GS25’s premium flagship store ‘Door to Seongsu’ in Seongsu-dong, Seongdong-gu, Seoul, and will operate until the end of this month.

Along with Butter Beer, customers can enjoy a variety of Butter Beer pairing menus, such as Butter Sausage and Butter Beer Cheese Stick, developed through collaboration between GS25 and Boulangerie Beurre.

GS25 anticipates that the aggressive expansion of supply and the pop-up store strategy to strengthen customer touchpoints will drive the largest-ever craft beer sales.

Han Gujong, MD of Beverage Planning at GS Retail, said, "Following Wonsoju, Butter Beer has recorded consecutive mega hits, becoming a representative specialty liquor," and added, "With purchasing demand increasing as people prepare for a special year-end, sales continue to rise, and we expect record-breaking craft beer sales."

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