"Mart Open Run Looks Unusual"... Whiskey Imports in Q1 Reach Second Highest Ever Due to Home Drinking Popularity

8443t, a 78.2% Increase Compared to the Same Period Last Year
Second Largest Scale Ever Based on Total Volume
Shedding High-End Alcohol Image and Trending Toward Popularization

In the first quarter of this year, South Korea's whiskey imports exceeded 8,400 tons, marking the highest volume ever recorded for the same quarter. This increase is attributed to the spread of home drinking and solo drinking cultures during the COVID-19 pandemic, along with a growing interest in unique alcoholic beverages among the MZ generation (Millennials + Generation Z), which has heightened attention toward whiskey.

Citizens are lining up to purchase whiskey at E-Mart in Yongsan, Seoul.
[Photo by Yonhap News]

According to trade statistics from the Korea Customs Service on the 24th, whiskey imports?including Scotch, Bourbon, and Rye?reached 8,443 tons from January to March this year, a 78.2% increase compared to the same period last year. This is the highest first-quarter figure since related statistics began in 2000. It ranks second overall by quarter, following the record 8,625 tons imported in the fourth quarter of last year.

Whiskey had previously been perceived as a high-priced liquor, but the COVID-19 pandemic has contributed to its popularization. Recently, whiskey has become easily accessible at nearby convenience stores, and the 'highball'?whiskey mixed with carbonated water or tonic water?has gained popularity among the MZ generation, leading to increased consumption. Consequently, whiskey imports steadily rose from 4,738 tons in the first quarter of last year to 6,451 tons in the second quarter, 7,224 tons in the third quarter, and 8,625 tons in the fourth quarter, surpassing 8,000 tons again in the first quarter of this year, continuing the upward trend.

The price of imported whiskey has also become relatively affordable recently. Whiskey import value in the first quarter of this year was 64.77 million USD, a 24.0% increase compared to the same period last year, which is a smaller growth rate than the import volume increase of 78.2%. The price per ton of imported whiskey was around 11,000 USD in the first and second quarters of last year, then dropped to 9,600 USD in the third quarter, 8,500 USD in the fourth quarter, and further declined to 7,700 USD in the first quarter of this year.

In the distribution sector, whiskey sales are expanding as discount and promotional events target younger consumers. Whiskey sales at Shinsegae Department Store in the first quarter of this year increased by 65% compared to the same period last year. Notably, more than half of the whiskey buyers were in their 20s and 30s.

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