'Beyond Open Run to Bottle Return Sales'... Whiskey as a Culture

Changing the Landscape of Distribution and Tourism Industries
Convenience Stores, Marts, Duty-Free Shops, Hotels
Expanding Sales of 'Whiskey + Culture'

On the morning of the 5th at GS The Gwanak branch in Gwanak-gu, Seoul, dozens of people were lined up in a long queue. Those waiting at the front of the line had started camping out with camping chairs in a nearby vacant building two days earlier. Enduring scorching heat and heavy rain, these people were eager to get their hands on the Kim Chang-su Whiskey No. 4 Cask (a wooden barrel used for aging whiskey) product that GS25 released that day. Despite the sales being limited to one bottle per person, the enthusiasm for the 'whiskey open run' remained strong. Those who visited on the opening day but failed to secure one of the 48 bottles allocated to GS The Gwanak branch consoled themselves by purchasing bags full of the Kim Chang-su Highball, which was released simultaneously. At the same time, online sales also saw a sudden surge in visitors to Wine25Plus, and all prepared stock was sold out within four minutes.

On the morning of the 5th, people lined up in front of GS25 The Gwanak store in Gwanak-gu, Seoul, to buy whiskey.
[Photo by GS25].

The whiskey craze, which began gaining tremendous popularity among the MZ generation (Millennials + Generation Z) during the COVID-19 pandemic, shows no signs of cooling down, creating various social phenomena and even changing distribution and tourism trends. Whiskey is no longer consumed simply as an alcoholic beverage like beer or soju but has evolved into a culture of enjoyment and appreciation, as well as a form of purchasing the experience and atmosphere surrounding it. As a result, limited edition and rare whiskeys have gained experiential value, and with high demand turning into profit, resellers have also joined the whiskey consumer market. The combination of the desire to 'try drinking' and the desire to 'own' makes it possible to wait two days for an 'open run.'

The whiskey syndrome has even extended to the resale of empty whiskey bottles. Riding the whiskey trend, people have used empty bottles for interior decoration or simply wanted to own the bottles. On major secondhand trading sites like Danggeun Market and Junggonara, transactions can reach up to 50,000 to 60,000 KRW depending on rarity and cleanliness. Whiskeys such as 'Johnnie Walker King George Special Edition' and 'Ballantine's 30-Year-Old Whiskey' have empty bottle and case set prices ranging from about 25,000 to 50,000 KRW.

The whiskey craze has become a 'key keyword' for the second half of the year not only in the liquor industry but also in distribution and tourism sectors. According to the Korea Customs Service and industry sources, whiskey imports in the first quarter of this year surged 78.2% compared to the same period last year, reaching 8,443 tons. This is the highest first-quarter figure since related statistics began in 2000. The increase in whiskey imports has led to sales growth in convenience stores and supermarkets. GS25, which held the Kim Chang-su Whiskey open run event the day before, saw whiskey sales increase by 69% in the first half of this year compared to the same period last year. Seven Eleven, which held a 'Whiskey Run' event in May, experienced a 250% sales increase compared to two years ago. Large supermarkets show similar trends. Homeplus also saw whiskey sales grow by 120% over the past two years. A CU representative said, "Among the 1,500 types of liquor operated by CU, whiskey has risen to nearly half."

Consumers are browsing whiskey and other alcoholic beverages at the liquor store opened by Shinsegae Duty Free at Incheon International Airport.
[Photo by Shinsegae Duty Free]

The marketing war using whiskey is also heating up. With the start of online liquor sales in the second half of the year and the renovation of Incheon International Airport, duty-free shops have aggressively begun attracting customers by featuring hard-to-find whiskeys. Hotels are also hosting whiskey classes, providing opportunities to share tastes beyond just tastings. A Lotte Hotel representative said, "Focusing on the MZ generation's unprecedented interest in whiskey, we are considering whiskey promotions that add 'special experiences and memories that can only be had here.'"

Experts interpret this whiskey craze as a result that aligns with the younger generation's culture of seeking 'rarity.' Professor Eunhee Lee of Inha University's Department of Consumer Studies said, "Whiskey is fundamentally impossible to mass-produce, and limited editions can only be obtained by a very small number of people, so it is not a product that can be bought just because you have money." She added, "It fits well with the tendency of young people who pursue rarity, seeking their own individuality rather than wanting something similar to others." There is also analysis that the crowd psychology effect caused by media exposure is significant. Professor Kyungok Heo of Sungshin Women's University's Department of Consumer Studies said, "The influence of media cannot be ignored," adding, "As the whiskey trend spread nationwide, young people likely felt the urge of 'Should I try it too?'"