Large Mart Liquor Sales Surge in January-February... Outselling Soju

Last Year, the Sales Proportion of Western Liquor Reached 76% Compared to Soju

Sales of Western liquors have surpassed soju sales at large supermarkets.

Emart announced on the 19th that sales of liquors typically classified as Western liquors, such as whiskey, brandy, and rum, from January to February this year were 3.6% higher than those of soju.

On January 6th, citizens are lining up to purchase whiskey at the Emart in Yongsan, Seoul. [Image source=Yonhap News]

When setting soju sales from January to February as 100%, the share of Western liquor sales increased from 81.3% in 2021 to 95.8% last year. This year, it surpassed soju at 103.6%. On an annual basis, the share of Western liquor sales compared to soju rose from 71.6% in 2021 to 76% last year.

Western liquor sales increased by 20.2% last year alone and grew by 9.2% up to last month. In contrast, soju sales growth rates were 13.1% last year and 1% this year, falling short of the growth in Western liquors.

Analyzing Emart’s whiskey buyers by age group, those aged 30 and under accounted for the largest share at 39.4%, followed by 40s at 24.3%, 50s at 17.4%, and 60s at 6.6%.

This trend was clearly reflected in related product sales as well. At Emart, sales of soju glasses decreased by 31.8% last year, while sales of whiskey-specific glasses increased by 340%.

The culture of young people enjoying Western liquors in highballs and other mixed drinks also appeared in sales. Sales of carbonated mixers like tonic water (63.8%) and lemons (16.4%) also increased.

An Emart liquor buyer said, "Western liquors have been the biggest beneficiaries of the growing home drinking and solo drinking trends," adding, "They are now establishing themselves not as strong spirits with a harsh image, but as drinks that can be enjoyed according to personal taste, so demand is expected to steadily increase."