Convenience Store 'Highball' War... 4 Companies Launch 22 Varieties and Expand Products

Highball Overtakes Beer... Sales on the Rise
Accounts for 80% of Purchases by 2030 Generation
"Hot Response, Continued Expansion of Related Products"

Thanks to the popularity of the MZ generation (Millennials + Generation Z), highballs have entered a golden age. More than 22 varieties of highballs, made with different types of whiskey and mixing methods, can be tasted at convenience stores alone. The industry plans to continue expanding related product lines.

Models are showcasing 'Kabrew Ready Highball' and 'Integrale Bianco Frizzante' at an Emart24 store in Seongdong-gu, Seoul.
[Photo by Emart24]

According to the distribution industry on the 7th, CU’s highball sales from February to April this year, the most recent three months, increased by 77.3% compared to the previous three months (November last year to January this year). CU, which was the first among major convenience stores to launch highballs in November last year, expanded its product lineup to six varieties by consecutively releasing Real Whiskey Highball, Yeontae Tonic Highball, Cheongsin Lemon Highball, after launching two types of Ap Ap Highball (Lemon and Earl Grey).

GS25, which entered the highball market by launching two types of Kushimasawonmore Highball in January this year, recently added Bourbon Whiskey Highball, expanding its product lineup to about 10 varieties. GS25 explained that they expanded the product line as the highball sales last month surged about 176% compared to the initial launch in February, showing a strong response.

A GS25 representative said, "The purchase share of the 20s and 30s generation accounts for 80% of total highball sales, showing that highballs are very popular among young people recently," adding, "We plan to designate highballs as a separate category and operate a ‘Unique & Multi’ product development strategy."

Seven Eleven, which started selling highballs in February this year, has also expanded its product lineup to six varieties including Aged Highball, Salty Highball, and Malt Whiskey Highball. Last month, the growth rate of highball sales doubled compared to the previous month. Emart24 also joined the competition by launching two types, Kabrew Ready Classic and Pink Highball, on the 13th of last month.

A convenience store official said, "Recently, a culture of enjoying alcohol by combining whiskey with various ingredients according to personal taste is spreading among the MZ generation," and predicted, "Unique products will pour out to meet the MZ generation who seek new flavors by mixing various whiskeys and beverages."