"Homeplus Value-for-Money Whiskey, 2030 Generation Accounts for 40% of Sales Share"

"'Mixology' Craze Boosts Sales Share Among 2030 Generation"

With the highball craze, including 'Mixology,' spreading mainly among young people, the 2030 generation accounts for nearly half of the liquor sales share. Mixology is a term combining 'Mix' and 'Technology,' meaning the practice of mixing various types of alcohol, beverages, and syrups to drink.

Homeplus announced on the 22nd that last year, the sales share of whiskey and highball items among the 2030 generation reached 40% each.

A model is shopping for RTD canned highballs at the Homeplus Mega Food Market Gangseo branch in Deungchon-dong, Seoul.
[Photo by Homeplus]

Last year, Homeplus's total whiskey sales increased by 27% compared to the previous year, while sales of cost-effective whiskeys priced between 10,000 and 50,000 KRW rose by 38% during the same period. Homeplus explained that their quick response to the popularity of whiskey by securing exclusive products at various price points was effective. The 'Glenstack Scotch Whiskey (700ml)' recorded the highest sales in the Scotch whiskey category, surpassing 200,000 bottles sold at a price of 10,900 KRW. The three types of 'Grangestone Rum, Sherry, Bourbon Cask (750ml),' single malt whiskeys produced in Scotland's Highlands and priced between 30,000 and 40,000 KRW, also exceeded 13,000 bottles sold since their release last year.

Convenient-to-drink and portable canned highballs also gained great popularity. The RTD (Ready to Drink) type canned highball, first introduced by Homeplus in July 2022 as the first in the distribution channel, surpassed 1 million cans sold. In particular, the 'Lemon Tonic Highball (500ml),' 'Earl Grey Highball (500ml),' and 'Pink Grapefruit Highball (500ml)' accounted for about 40% of total sales, drawing significant attention.

They also succeeded in securing loyal customers through specialized liquor stores such as 'Whiskey Library' and 'Mixology Zone.' The Whiskey Library, operating in nine Homeplus Mega Food Market stores since January last year, saw sales grow by about 54% year-on-year until December. The Mixology Zone, available in six Homeplus Mega Food Market stores since July last year, led sales from July to December to increase by up to 102% compared to the same period last year, featuring over 100 types of liqueurs.

Lee Chang-hoon, a buyer for the Homeplus liquor team, said, "Reflecting the liquor trends popular among the 2030 young generation, various strategies such as expanding exclusive products and operating specialized zones drove sales growth. We will continue to leverage Homeplus's strength in product sourcing to introduce differentiated exclusive products available only at Homeplus, leading liquor trends."

Meanwhile, recognizing the high demand for cost-effective whiskey, Homeplus plans to focus on sourcing the lowest-priced whiskey products this year as well. First, they will introduce the large-capacity 'Glenstack Scotch Whiskey (1.5ℓ)' priced in the 10,000 KRW range. Then, through collaboration with the spirits group LMB, which has a 170-year history, they will launch three white spirits priced at 9,990 KRW each: 'Gin Guard,' 'Nicov Vodka,' and 'Gold King Napoleon Brandy.' Additionally, a limited sale of 600 bottles of 'Grangestone Single Malt 12-Year-Old Peat Whiskey (750ml)' will be conducted.

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