Sales of Native Whiskey Soar with the Rise of Lightened 'Homsul' Drinking at Home

'Double U by Windsor' with Reduced Alcohol Content
Sales Increased by 21% in the Second Half of Last Year

Diageo Korea Domestic Whiskey 'Double U 19'

[Asia Economy Reporter Seungjin Lee] As the ‘home drinking’ culture of enjoying alcohol at home has taken root due to COVID-19, changes have appeared in alcohol consumption. While the demand for premium spirits like whiskey at home has increased, consumers seeking domestic Korean whiskey are also rapidly growing.

According to the liquor industry on the 12th, the offline sales proportion of Diageo Korea’s whiskey brand Windsor’s low-alcohol product ‘W by Windsor’ at large supermarkets and convenience stores increased by about 21% in the second half of last year compared to the first half. The premium product ‘W 19’ saw its total sales in the fourth quarter of its launch year grow by about 29% compared to the third quarter.

Home sales of domestic Korean whiskey have rapidly increased since COVID-19. Before COVID-19, the ratio of restaurant/pub use to home use was about 6 to 4, but after COVID-19, the home use ratio grew to 70%. As enjoying premium spirits at home has become a hobby, consumers looking for domestic Korean whiskey brands, which have relatively lower entry barriers, have also increased.

Diageo Korea is accelerating its consumer market strategy by lowering the alcohol content and price of Windsor. Last year, Windsor launched four low-alcohol products under ‘W by Windsor.’ In line with the spread of home drinking culture, the alcohol content was lowered to make it easy to enjoy at home, while blending and flavor were maximized. Enhancing taste while lowering price has played a major role in sales growth.

‘W 19,’ Korea’s first 32.5-degree whiskey product, is attracting attention as a premium low-alcohol whiskey made using the highest-grade Scotch whiskey raw materials. Usually, whiskey aged over 12 years is considered premium, but W 19 is characterized by using only the highest-grade Scotch whiskey raw materials aged 19 years or more.

A Diageo official said, "The taste and flavor that actively reflect Korean preferences, along with reasonable pricing, act as attractive points, making it popular among consumers."