Rare Whiskey 'Open Run'... GS25, "Over 80% of Buyers Are 2030 Generation"

GS25 Hosts Rare Whiskey 'We-Run' Event at Enhanced Liquor Store 'Planet'
Balvenie, Russell's Reserve Rare Whiskeys Sold Out in 1 Hour... Over 80% Buyers Aged 20-30
Second We-Run Event on 23rd Featuring Hibiki, Yamazaki, Dalmore and More

Customers are lining up to purchase whiskey at the 'We-Run' event held at the GS25 liquor-enhanced store.

[Asia Economy Reporter Yuri Kim] GS25 announced on the 22nd that it held the WHI-RUN event selling 7 rare whiskeys at the liquor-focused concept store 'Planet' on the 16th, attracting popularity with an 'open run' phenomenon where people started lining up even before sales began.

On the day of the event, many people were already lining up at 18 Planet stores nationwide before the sales start time of 10 a.m., creating an open run scene to purchase whiskey. The products on sale that day included Balvenie 12 Year DoubleWood, Balvenie 12 Year American, Balvenie 14 Year Caribbean, Balvenie 15 Year Single Barrel, Glenfiddich 12 Year, Russell's Reserve Single Barrel, and Jack Daniel's Single Barrel. Among the total prepared quantity of 800 bottles, about 300 bottles of popular products including 4 types of Balvenie and Russell's Reserve Single Barrel sold out quickly within an hour.

Analyzing customers who purchased these whiskey products, GS25 found that 30s accounted for 43.4%, 20s for 39.5%, 40s for 14.8%, and 50s and above for 2.3%, with the 20s and 30s generation making up more than 80%. GS25 interpreted this figure as reflecting the consumption characteristics of the recent younger generation who value differentiation, diversity, and rarity, even in the liquor and whiskey market.

Following the first WHI-RUN, GS25 will hold the second WHI-RUN event starting from the 23rd. The products featured in this event are ▲Dalmore 15 Year ▲Bunnahabhain 12 Year ▲Hibiki Harmony ▲Yamazaki 12 Year ▲Glenlivet 15 Year ▲Aberlour 12 Year, totaling 6 types. The total prepared quantity is 700 bottles.

GS25 stated, "The products for the second event are already famous among whiskey enthusiasts and are difficult to obtain domestically, so we expect another open run lineup for this event as well."

Meanwhile, supported by the high demand for whiskey, GS25's whiskey sales in August (1st to 20th) increased by 56.3% compared to the same period last year.