'Whiskey Highball' at Convenience Stores... Emart24 Strengthens Cocktail Lineup

Glenfiddich Highball Package.

[Asia Economy Reporter Seungjin Lee] Emart24 is strengthening its cocktail lineup in August, when the heat peaks after the rainy season ends.

August is a period when demand for refreshing and cool products surges. In fact, an analysis of monthly sales of carbonated drinks and beer by Emart24 last year showed that the sales composition ratio in August was the highest at 10.4% (based on 100% for 12 months).

Accordingly, Emart24 plans to capture the home drinking market by enhancing its cocktail product range that offers a unique refreshing sensation.

First, on the 6th of this month, Emart24 will launch the Glenfiddich Highball package. It consists of Glenfiddich 12-year-old whiskey (200ml), a highball glass that stimulates customers’ desire to collect, and a stirrer (stick). The selling price is 29,900 KRW.

A highball is a type of cocktail made by adding ice to whiskey or brandy and then filling it with carbonated water; it is also called “whiskey soda.” In particular, Glenfiddich 12-year-old is known for its unique Western pear flavor (fruity aroma) that pairs well with carbonated water, making it a representative whiskey for highballs.

The highball glass has markings indicating the proper amount of whiskey, so anyone can easily make a proper highball. The preparation method is simple. Pour about 40?45mm of Glenfiddich whiskey into the highball glass, fill it with ice, add carbonated water, and stir with the stirrer to complete a luxurious highball.

Emart24 is also releasing three types of Cafe Real pouch-type cocktails that can be enjoyed anytime and anywhere with an ice cup. They feature vodka-based fruit flavors and have a low alcohol content of 4.5%, making them light and easy to enjoy.

The lineup includes Lime Mojito, emphasizing a sweet and sour lime and refreshing mint flavor; Apple Martini, with the fragrant flavor of fresh green apple; and Peach Crush, with a sweet and sour peach aroma. Each is priced at 2,500 KRW.

Meanwhile, Emart24 is running a promotion offering up to 50% discounts on 13 types of sparkling wines suitable for summer until the end of this month.

Living up to its name as a liquor-specialized convenience store, Emart24 offers a variety of sparkling wines ranging from New World sparklings (such as Undurraga) to Spanish Cava and authentic French Champagne. During this event, these wines are available from 3,900 KRW to 39,800 KRW.

The summer package, composed of Emart24 best sellers Canti Moscato and Federico Cava, is available at a 50% discount for 17,800 KRW. Undurraga Demi-Sec, Undurraga Brut (750ml), and Cuv?e Bijou (750ml) can be purchased at 20% or more discount for 20,000 KRW when buying two bottles.

Son Areum, Emart24’s liquor buyer, said, “As customers increasingly enjoy home drinking in various ways through platforms like YouTube, we plan to expand our product assortment not only in wine but also in hard liquors such as whiskey and vodka.”