Homeplus, Premium Soju 'Popular'... "Targeting MZ Generation's Taste"

by Lim Chunhan

Published 20 Apr.2023 08:38(KST)

Unprecedented Growth Rate Recorded for 20s Generation

Homeplus recently announced on the 20th that premium soju is gaining popularity among the MZ generation (Millennials + Generation Z).

According to Homeplus, sales of premium soju increased by 58% from January 1 to April 9 this year compared to the same period last year. In particular, sales of premium soju among people in their 20s jumped by 60%, showing an exceptional growth rate. An analysis of premium soju sales revealed that Ilpoom Jinro, Hwayo, Neurin Maeul Distilled Liquor, Seoul Night, and Wonsoju Spirit were the most popular.

A model is introducing premium soju at Homeplus Mega Food Market Gangseo branch. <br>[Photo by Homeplus]

A model is introducing premium soju at Homeplus Mega Food Market Gangseo branch.
[Photo by Homeplus]

Homeplus launched a free membership service called Jooju Club, which surpassed 260,000 members as of the 9th. Among Jooju Club members who have purchased premium soju, about 39% are in their 20s and 30s. Jooju Club members will receive a 10% discount coupon for about 30 types of premium soju until June 30.

A Homeplus representative said, “As customer preference for Korean-style distilled liquor, premium soju, rises alongside the popularity of Western-style distilled liquor like whiskey, sales are also showing a strong trend. We will continue to strive to launch new products and expand our product range to offer more differentiated products that reflect diverse customer tastes and consumption trends.”