Convenience Store Liquor Sales Grow Sharply with 108.7% Increase This Year Following 30.1% Growth Last Year...
Selling 'Macallan 1824 Masters Series' Including Rare Cask, Reflection, Number Six, and M Decanter via Seven App
Same-Day Pickup Service Available in Seoul Metropolitan Area... Orders Before 8 AM Can Be Picked Up After 6 PM
[Asia Economy Reporter Kim Yuri] Seven Eleven is expanding its liquor lineup by introducing premium liquors that were previously hard to find at convenience stores, targeting the growing demand for liquor.
On the 28th, Seven Eleven announced the exclusive industry launch of the 'Macallan 1824 Masters Series.' This premium series was created by the whiskey maker to commemorate the year 1824, when the globally recognized single malt whiskey Macallan was established. It is available for purchase through the 'Liquor Reservation Order Service' on the Seven Eleven mobile application, Seven App.
The series includes four types: 'Macallan Rare Cask (420,000 KRW),' aged in 16 different types of sherry oak casks for a rich and intense flavor; 'Macallan Reflection (1,800,000 KRW),' which contains the finest selected whiskey in a decanter made from top-grade crystal; 'Macallan Number Six (7,640,000 KRW)'; and 'Macallan M Decanter (9,000,000 KRW).' Notably, the 'Macallan M Decanter' is a premium single malt whiskey created with the finest whiskey by Macallan artisans, designed by world-renowned designer Fabien Baron, and crafted by crystal artist Lalique.
Through the smart order system on Seven App, customers can reserve and pay for their desired products, select the pickup date and store, and then collect their orders by presenting their ID and order confirmation at the store. A same-day delivery service is also offered in the Seoul metropolitan area, allowing customers who place orders before 8 AM to pick up their items at the designated store after 6 PM. Additionally, 'Macallan 12 Year Double Cask (119,000 KRW)' is available for purchase at all offline Seven Eleven stores nationwide.
With the rise of home drinking due to the COVID-19 pandemic, the convenience store liquor market has grown significantly. Following wine, liquor sales are also rapidly increasing. According to Seven Eleven, the liquor sales growth rate, which was only 3.5% in 2019, jumped to 30.1% last year and soared to 108.7% this year (as of April 27). As convenience stores have become a major consumption channel for home drinkers, each company is diversifying their liquor offerings with wine, craft beer, and premium liquors to attract consumers. Seven Eleven also explained that sales of tonic water (87.1%), sparkling water (28.2%), and ice (57.9%), which are often mixed with liquor and cocktails, have significantly increased compared to the previous year.
Kim Hyerim, MD of the Beverage and Liquor Team at Seven Eleven, said, "With home drinking becoming a daily routine due to COVID-19, convenience stores are transforming into home bars for home drinkers. We will greatly enhance the variety and satisfaction of choices for home drinkers through a diverse liquor lineup."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
