Rising Popularity of Limited Edition Alcohol... "Consumers Seek Scarcity and Symbolism"

For several years, office worker Song Hyung-wook (39) has been buying bottles of whiskey whenever he had the chance. His display cabinet is now filled with dozens of bottles of distilled spirits such as whiskey, rum, and gin. As the cabinet began to fill up, the types of alcohol he purchases have also changed. Song said, “In the past, I wanted to try a variety of drinks, so I bought many common liquors, but recently, instead of buying indiscriminately, I tend to focus on hard-to-find ones and carefully consider my purchases. I have tried and bought many relatively common and famous ones, so now I mainly look for rare items.”

There is a growing demand for limited edition liquors. Despite their relatively high prices, the rarity and symbolism that regular lineup products lack, as well as the uniqueness of consuming something different from others, are driving this increase in demand.

Kim Chang-su Whiskey Distillery 'Kim Chang-su Whiskey 50.5'

According to the industry on the 15th, the recently released ‘Kim Chang-soo Whiskey 50.5’ caused overnight open runs. Kim Chang-soo Whiskey Distillery has been releasing small quantities to the market at intervals of about five months since the launch of the ‘No. 1’ in April last year. The rarity of around 300 bottles and the symbolism of being Korea’s first single malt whiskey have stirred enthusiasts’ hearts, leading to overnight queues. The newly released ‘No. 3’ product also has a total supply of only 276 bottles.

Because demand exceeds the limited supply, sellers are using various methods such as first-come, first-served sales or online lotteries to distribute the allocated quantities. Some whiskey bars, aiming to offer the whiskey to as many customers as possible, have reduced the usual serving size of one ounce (30mL) to 20mL per glass.

As interest in limited edition liquors grows, liquor companies are competing to launch related products. Diageo Korea released the limited edition ‘Johnnie Walker Blue Ghost and Rare Port Dundas’ at the end of last year, which is characterized by blending spirits produced at the so-called ‘ghost’ distillery that is no longer in operation. Metabev Korea launched the ‘Glenallachie Billy Walker 50th Anniversary Edition,’ named after the famous master distiller Billy Walker, who is very popular among whiskey enthusiasts. Limited edition products targeting the domestic market are also being released one after another. Lotte Mart introduced the ‘Glenfarclas 25 Year Korea Edition’ limited to 200 bottles, and Transbeverage launched ‘The Glen Grant 21 Year Special Limited Edition,’ available only in some Asian countries including Korea.

Kooksoondang 'Baekseju 30'

The main reason limited edition products appeal is undoubtedly their rarity. The condition that they can only be purchased at a certain place during a set period maximizes the product’s value. The liquor industry is actively utilizing this. An industry insider said, “Although recent price increases are a concern, for whiskey with relatively long aging periods, the supply was produced without considering the current high demand, so the rarity is not merely a marketing creation by the industry.”

The popularity of limited edition liquors is not limited to overseas spirits such as whiskey. Domestic companies are also stimulating consumer demand through commemorative liquors emphasizing tradition. Kooksoondang sold out 30,000 bottles of ‘Baekseju 30,’ released at the end of last December to commemorate the 30th anniversary of Baekseju. A Kooksoondang official said, “It was popular as a year-end gift and collectible, and we even received purchase inquiries at the company,” adding, “We confirmed new possibilities in the premium yakju market.” Earlier, HiteJinro also launched ‘Jinro 1924 Heritage’ in August last year, selling out the initial production of 15,000 bottles within a month, receiving a hot market response upon release.