Young Generation Increasingly Seeks Makgeolli at Convenience Stores
CNN Also Names 'Makgeolli' as Next-Generation Hallyu Star
[Asia Economy Reporter Heo Midam] Recently, Makgeolli has been re-evaluated as a so-called 'hip drink' mainly among the MZ generation (Millennials + Generation Z). Originally, Makgeolli was considered the exclusive drink of the middle-aged and older generations, but thanks to the 'newtro' craze, it is gaining attention as a new alcoholic beverage trend among young people. In response, the distribution industry is making efforts such as launching unique collaboration products to capture the diverse tastes and preferences of the MZ generation.
The number of MZ generation consumers seeking distinctive Makgeolli is increasing. On the 3rd, convenience store CU examined changes in the sales proportion of Makgeolli by age group last year and this year, finding that the proportion of customers in their 20s increased from 6.1% in the first half of last year to 9.1% this year, and those in their 30s also rose from 9.5% to 14.7%.
As Makgeolli gains great popularity not only among the middle-aged but also the MZ generation, sales are also on the rise. The year-on-year sales growth rate of CU's Makgeolli products showed double-digit growth every year: 16.7% in 2019, 23.2% in 2020, and 36.9% in 2021. The first half of this year recorded a growth rate of 39.3%.
Initially, Makgeolli was strongly perceived as an alcoholic beverage enjoyed by the older generation due to its rough taste and packaging. However, as various attempts such as lowering the alcohol content to develop a smoother taste and introducing emotional package designs have continued, the consumer base has diversified. Additionally, the increase in so-called 'hon-suljok' (people drinking alone) due to the COVID-19 pandemic has also revitalized the Makgeolli industry.
As the younger generation emerges as a major consumer group of Makgeolli, the distribution industry is also striving to cater to the tastes of the MZ generation. Last month, Kooksoondang partnered with Lotte Chilsung Beverage to launch a new product, 'Kooksoondang Chilsung Maksa.' This product features the refreshing taste of cider added to Makgeolli, making it light and enjoyable for everyone.
CU also released 'Tess-hyung Makgeolli,' inspired by Na Hoon-a's hit song 'Tess-hyung,' last year, followed by 'Malpyo Black Bean Makgeolli.' These unique Makgeolli products have become even more popular as certification shots on social networking services (SNS) have become a trend.
As competition in alcoholic beverage sales intensifies, especially among convenience stores, industry efforts to target young consumers are expected to continue. Earlier, Seven Eleven exclusively launched 'Lim Chang-jung Misutgaru Honey Makgeolli' in May, selling out the initial production of 100,000 units within three weeks. CU recently introduced 'Baekgeolli,' a premium Makgeolli developed by Baek Suldo-ga, a brewery owned by Baek Jong-won, CEO of The Born Korea. Last year, CEO Baek opened the 'Baek Suldo-ga' brewery in Seocho-gu, Seoul, and began producing Makgeolli.
Makgeolli's popularity is also strong overseas. According to the Korea Customs Service, last year's Makgeolli export value was $15.702 million (approximately 20.3 billion KRW), a 27.6% increase from the previous year. In the first quarter of this year, exports reached $4.248 million (approximately 5.5 billion KRW), an 11% increase compared to the same period last year.
In May, CNN in the United States also named Makgeolli as a next-generation representative Korean Wave product. CNN introduced the history, manufacturing method, and drinking methods of Makgeolli in detail in an article titled 'How Korean Makgeolli is Emerging from the Shadow of Soju.'
CNN explained, "One reason for Makgeolli's popularity is its simplicity. Mixing cooked rice, yeast, and water and fermenting it in an earthenware jar for several weeks produces Makgeolli. In the past, every household in Korea brewed alcohol with unique recipes."
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