Homeplus, Sparkling Alcohol Sales Jump Fourfold in One Month

by Jeon Jinyoung

Published 13 Apr.2022 08:18(KST)

The model is promoting Homeplus's sparkling beer 'Santa Maria'.

[Asia Economy Reporter Jeon Jinyoung] Homeplus's two exclusive sparkling beer launches last year, ‘Santa Maria’ and ‘9 Street,’ have continued their soaring popularity by ranking first and second in the beer and sparkling beer categories. It is analyzed that the unique taste of sparkling beer and the high cost-effectiveness reflecting the solo drinking trend were key factors.

According to the industry on the 13th, ‘Santa Maria’ and ‘9 Street’ are perfect for ‘home drinking’ as they combine both taste and cost-effectiveness. First, brewed in a lager style, they deliver smoothness and refreshment, allowing consumers to experience the ‘taste of Europe,’ the birthplace of beer. Adding an emotional design, they have also gained a reputation as ‘sparkling beers that look great in photos.’

Riding on this popularity, Homeplus’s beer and sparkling beer sales surged nearly fourfold in March alone, with sales increasing by 386% compared to the previous year. In particular, the imported sparkling beers exclusively launched by Homeplus last year, ‘Santa Maria (Spain)’ and ‘9 Street (Netherlands),’ ranked first and second in sales volume, respectively, showcasing strong performance.

First, ‘Santa Maria,’ launched in September last year, is a Spanish sparkling beer in lager style, characterized by a rich aroma and smooth finish. Within just over a month of its launch, the initial stock of 170,000 cans sold out completely, causing an early sold-out frenzy. Since restocking in January, it has been selling more than 50,000 units monthly.

Launched in December last year, ‘9 Street’ is a sparkling beer capturing the vibe of Amsterdam’s 9th Street in the Netherlands, known for its refreshing taste. ‘9 Street’ also enjoys hot popularity, selling over 50,000 units each month.

‘Santa Maria’ and ‘9 Street’ are being sold nationwide at Homeplus stores for 1,000 won per can until the 29th of this month.

Jang Yoonseong, Head of PBGS Food Team at Homeplus, said, “As more customers seek cost-effective products amid recent price increases, the popularity of sparkling beer, which offers a reasonable price of just 1,000 won, is rapidly rising. With the camping and outing season approaching, demand for sparkling beer is expected to continue growing, so we will introduce various sparkling beer products that combine taste and cost-effectiveness, led by ‘Santa Maria’ and ‘9 Street.’”

Meanwhile, sparkling beer has a similar taste and alcohol content to beer but contains a lower proportion of malt, the main ingredient. With malt content below 10%, it is classified as other alcoholic beverages, and its liquor tax is about 30%, roughly half that of beer (72%). Because it tastes similar to beer but is reasonably priced, it is gaining strong popularity mainly among the MZ generation (Millennials + Generation Z). In fact, the domestic sparkling beer market currently stands at about 360 billion won, showing approximately 24% growth compared to 2019.