[Senior Trend] Diverse Drinking Culture Trends Even If Not Drinking as Much as Before...

Last year, I visited Sinpyeong Brewery located in Dangjin, Chungnam. It was equipped with a brewing gallery and an experience center through the Ministry of Agriculture, Food and Rural Affairs’ “Visiting Breweries” project, making it a worthy tourist destination. At the space that has been operating since 1933, I had a great experience listening to the history of Takju from the third-generation owner in his 50s while tasting Baekryeon Makgeolli. In Gangneung, there is also Birdnamu Brewery, famous for its craft beer. The owner, now in his 60s, has recently been focusing on the lifelong dream of globalizing traditional liquor, actively researching the automation of nuruk (fermentation starter) production. Like the lyrics of singer Noh Sa-yeon’s song “Baraem,” when visiting local breweries, you often encounter examples that say, “We are not getting old, we are just ripening little by little.”

The introduction got long as I wanted to bring up alcohol trends. Korea is particularly known for its strong “alcohol pride.” This refers to the pride in being good at drinking. There is “Soju Pride” for those who have a clear favorite soju brand, “One-shot Pride” for those who insist on finishing the first drink in one go, “Alcohol Content Pride” for those who measure and compare the alcohol percentages of different drinks, “Drinking Capacity Pride” for those who claim they never got drunk no matter how much they drank in the past, and even “Hangover Pride” for those who believe hangovers should be cured with more alcohol. I thought the term “Jutaebaek-i” was derived from Li Bai (Lee Tae-baek), the Chinese Tang Dynasty poet known as the “Immortal Poet,” who was also a passionate drinker, but it turned out to be a Jeolla dialect term for a drunkard. Korea’s alcohol consumption ranked among the highest worldwide throughout the 1990s and 2000s. “Bomb cocktails” were indispensable. Fortunately, according to a 2021 OECD health statistics study by the Korea Institute for Health and Social Affairs, Korea peaked in 2015 with an average pure alcohol consumption of 9.1 liters per person. Since then, alcohol consumption has steadily declined.

The Korean alcoholic beverage market is changing. As the population pyramid becomes inverted with a higher proportion of elderly people, and as women enter the workforce and start enjoying alcohol, and as small-batch, diverse production becomes possible, drinking culture is evolving. Although total alcohol consumption has decreased, the variety of alcoholic beverages has increased, and new products are flooding the market. Consumption patterns are shifting from drinking large amounts of cheap alcohol to enjoying premium drinks in smaller quantities. The market is no longer dominated by just Chamisul and Cheoeumcheoreom soju; various types and brands of alcohol have emerged. Diluted soju was once dominant, but now distilled traditional soju and whiskey are replacing it, while wines, makgeolli, and craft beers are gaining popularity as brewed liquors. Interest in tasting “craft” alcohol has increased, and many people are actually brewing their own drinks. New attempts are being made to use only natural ingredients for health reasons or to add fruits for a sweet flavor. Pairing different types of alcohol with food is also becoming trendy. LG Electronics even launched a homebrew machine that allows people to make beer at home.

However, in a survey targeting annual drinkers, there is a concerning group regarding the frequency of drinking: seniors in their 50s. This group had the highest percentage of respondents who said they drink “almost every day.” This may be because they lived through Korea’s rapid growth era, a society that encouraged drinking. Sharing drinks can relieve stress to some extent and help build relationships. But according to the 2020 age-specific “Alcohol Dependence Syndrome” survey by the Health Insurance Review & Assessment Service, 27.6% of people in their 50s were at an alcohol addiction level. The comparison groups were 22.3% for those in their 40s and 21% for those in their 60s. Although large drinking gatherings decreased during COVID-19 quarantine periods, “solo drinking” and “home drinking” increased, and many seniors struggled with managing excessive and binge drinking.

The drinking culture of the older senior generation was dominated by bomb cocktails and communal drinking, but the wave of change has begun. One of the retirement dreams for seniors always includes “alcohol,” but the directions they pursue vary widely. Some invest directly in breweries with friends or acquaintances in small groups, or tour breweries nationwide. Others go abroad to Europe to learn about wine to prepare for their third act in life and transform into wine sommeliers in their 60s. Seniors take sake tours in Japan, collect Chinese baijiu, or move to rural areas to brew alcohol professionally.

Last fall, I was fortunate to participate in a tasting event just before the launch of a new zero-sugar soju product by a liquor company. Ten drinkers from different fields gathered, and except for me, all were in their 20s and 30s. I wondered why the senior generation, who consume large amounts, were not invited. It turns out that young people respond to fresh attempts and actually find the taste enjoyable, and through the choices of the MZ generation (Millennials + Generation Z), seniors also try new products beyond familiar alcohol brands. Even in company dinners, where previously only managers had the choice, now even new employees can select drinks, making it more important. Children also play this role within families. The key point seems to be valuing “fun,” “freshness,” and “taste” over “getting drunk.”

Recently, I drank “Baeksuhwan Dongju.” It is made from mung beans and rice, and its name means “an old person with white hair becomes a child,” implying it is a medicine that cures illnesses. It was thick without added water. The 50-something owner who brewed it spoke at length about the taste, aroma, aging methods, and history of the liquor. It looked really interesting. While I enjoyed drinking more when I was younger, I cannot drink as much as before as I age. Nevertheless, there are still many ways to enjoy alcohol as a joy in life. Seniors, how could this not be delightful?

Lee Boram, CEO of Third Age

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