Domestic Craft Beers Filling the Void Left by Japanese Beers... Convenience Stores Leading the Way

[Asia Economy Reporter Cha Min-young] Thanks to the boycott of Japanese beer and the increasing demand for premium beer, the status of domestic craft beer in convenience stores has risen.

According to GS25's analysis of craft beer sales data on the 23rd, the proportion of craft beer sales among total canned beer sales (based on 500ml cans) increased significantly from 2.1% in 2018 to 7.0% in 2019. GS25 interprets this trend as an expansion of consumers who want to enjoy premium beer even when drinking alone at home, known as the "honmaek" group, and some consumers who previously enjoyed Japanese beer are now purchasing craft beer.

GS25 is actively considering holding a "4 craft beers for 10,000 won" event, anticipating that the price competitiveness of craft beer will improve further with the recent policy shift to a volume-based tax on beer, which is expected to gradually increase the number of customers enjoying craft beer.

GS25 launched the fourth Landmark Series craft beer, "Seongsan Ilchulbong," this month. Seongsan Ilchulbong is a golden ale craft beer with an alcohol content of 5.1%, made in accordance with the German Beer Purity Law (Reinheitsgebot), using only barley without wheat or corn. Golden ale boasts strong flavor and aroma using only premium hops and is a highly favored golden-colored beer among ale enthusiasts. It is brewed by Jeju Brewery, a premium craft beer brewery, using the clear water of Jeju Island and its own cultivated yeast. GS25 designed the beer can to represent the golden waves viewed from Ilchulbong, a famous sunrise spot, in line with the golden ale concept.

Han Gu-jong, GS Retail's beer MD, said, "GS25's craft beer was recognized for its quality last year, winning medals consecutively at international liquor competitions," and added, "With the shift to a volume-based tax, we plan to expand the GS25 Landmark craft beer lineup to 10 types."