The frequency of drinking has decreased, but more consumers in their 20s and 30s are opting for higher-quality alcohol. Instead of drinking more often, this demographic is embracing a trend of 'selective drinking,' prioritizing taste, quality, and rarity in premium beverages. This shift is reflected in the growth of single malt whisky in the market.
According to data from the Korea Customs Service on September 9, whisky imports in South Korea from January to July this year totaled 10,658 tons, a 24.0% decrease from 14,026 tons during the same period last year. The total annual import volume also fell by 17.7% compared to the previous year. However, the quality of consumption has changed. In the first half of this year, single malt whisky became the top-selling category on GS25's alcohol smart order platform, Wine25Plus, surpassing all other types, including wine and blended whisky. Single malt whisky now accounts for 61% of whisky sales, up 15 percentage points from the previous year. Notably, sales of premium single malts priced over 100,000 won increased by 126%.
Conversely, the sales share of blended whisky, commonly used in highballs, has decreased by about 30%. Products meant to be enjoyed neat, such as Balvenie 12 and 14 years, Glenfiddich 15 years, and Kavalan Solist, have risen to the top of sales rankings. GS25's analysis indicates that while highballs once served as an introduction to whisky, more consumers are now enjoying the flavors and aromas of the spirit directly.
The most significant increase in single malt sales at GS25 over the past two years has been among men in their 20s, with a growth rate of 75%. This group accounted for 56% of the total alcohol spending on Wine25Plus, the highest among all age groups. While middle-aged consumers still represent a larger absolute purchasing amount, the trend of expanding whisky consumption to younger demographics is evident.
Changing drinking habits among the 2030 generation support this trend. A survey conducted by Open Survey last month among 2,000 men and women aged 20 to 39 found that the percentage of those who drank alcohol in the past month was 67.2%, down 4.9 percentage points from 2024. The average monthly drinking frequency also decreased by 0.64 to 6.4 times. The primary reasons for reducing alcohol consumption were health concerns (28.6%), economic burden (27.9%), and increased alternative leisure activities (18.8%).
Despite drinking less, interest in high-quality beverages remains strong. Among recent drinkers, 62.6% preferred to drink good alcohol occasionally rather than frequently. Additionally, 53.9% expressed a willingness to pay more for better taste and quality. A significant 67.9% reported that they prefer to drink at their own pace rather than matching others, and 66.9% stated they try to stick to a set drinking limit. New products tried among imported beverages have focused on premium whisky, sake, and imported beer.
Whisky's presence is also growing in large supermarket alcohol sections. Lotte Mart reported a 2.3% increase in liquor sales in the first half of this year compared to the same period last year. Spirits have now surpassed wine to become the second-largest category in alcohol sales, following domestic beer. This marks a shift in the ranking that had remained unchanged for three years.
While the mid-range price segment is shrinking, the share of high-end products is increasing. Sales of whiskies priced between 30,000 and 100,000 won at E-Mart fell by 19% compared to the previous year, while sales of whiskies priced between 100,000 and 200,000 won rose by 34%, and those over 200,000 won increased by 28%. At Lotte Mart, the share of premium whiskies priced over 100,000 won rose from 42.9% in 2024 to 49.0% last year. This trend makes it difficult to view the overall decline in whisky import volumes as a sign of market stagnation.
As whisky consumption becomes more segmented, global companies are emphasizing rarity and experience in the South Korean market. Balvenie recently unveiled its '1931 Collection,' distilled in 1931 and aged for 88 years, in Seoul's Seongsu-dong, marking its global debut. Only 17 bottles of this product were produced. Jim No, the representative of William Grant & Sons Korea, described South Korea as “one of the most important markets for Balvenie.”
Single malt brand Bunnahabhain also launched its limited edition '21-Year Cask Strength' in South Korea this year, selling out its initial stock within an hour. Bunnahabhain Master Blender Julieann Fernandez, who visited South Korea on September 7, noted, “As whisky culture matures in Korea, consumers have become very discerning and are seeking high-quality products.” A new limited edition product is expected to be introduced next month.
Meanwhile, the trend of seeking non-alcoholic products is also gaining momentum. Open Survey found that the experience rate of non-alcoholic beverages among the 2030 generation rose from 64.2% in 2024 to 77.4% this year. The percentage of those who consumed non-alcoholic products in the past month doubled from 16.6% to 33.3%.
An industry insider stated, “The recent whisky market is characterized by a trend toward premiumization and segmentation rather than an overall increase in sales volume. The 2030 generation is reducing their drinking frequency but is increasingly discerning about brands, aging methods, and rarity when they do choose to drink, indicating that demand for single malts and premium products will continue for the foreseeable future.”
* This article has been translated by AI.
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