GS25 Extends Butterbeer Pop-up Store for 3 More Weeks Amid Surge in Extension Requests

Exterior view of the Beoreu Beer (Butter Beer) popup store, which opened at the GS25 flagship store Door to Seongsu. (Photo by GS Retail)

[Asia Economy Reporter Jeon Jinyoung] GS Retail’s convenience store GS25 is extending the Butter Beer popup store by Boulangerie Beurre at its flagship store ‘Door to Seongsu’ in Seongsu-dong, Seoul, for about three more weeks until the 19th of this month.

According to GS Retail on the 2nd, due to an overwhelming number of customer requests for extension through the website and other channels ahead of the Butter Beer popup store’s scheduled closing on the 30th of last month, they decided to continue its operation.

The Butter Beer popup store is an experiential store specially planned by GS25 to expand contact points with customers in their 20s and 30s, who account for 86% of Butter Beer purchases. On the opening day on the 12th of last month, about 3,000 customers visited, and the cumulative number of visitors has surpassed 25,000.

The four types of Butter Beer have also played a significant role as top-selling products at the ‘Door to Seongsu’ store where the popup store is held. Butter Beer has emerged as the undisputed number one product in sales at the Door to Seongsu store. Thanks to the Butter Beer craze, alcohol sales account for 70% of the total sales at the Door to Seongsu store, and synergy effects such as attracting new customers are continuously being created.

At regular GS25 stores as well, Butter Beer sales are rising as year-end demand for special events or home parties increases. GS25 began large-scale supply of Butter Beer from the 26th of last month and plans to sequentially supply 2 million cans of Butter Beer by the end of the year to actively respond to the increased customer demand.

Kim Hyojin, manager of the GS25 Platform Marketing Team, said, “An unusual situation has occurred where the popup store, which was scheduled to close, is being extended due to many customer requests,” and added, “We will do our best to plan a series of differentiated popup stores to provide GS25 customers with unique experiences and new fun.”