[Report] "Sold Out Within 1 Hour of Opening"... E-Mart Releases Unprecedented Stock, Whiskey 'Sold-Out Frenzy'

Most Items Including Macallan 'Sold Out' from First Day of Event
Popularity Rises Due to Low Prices and Scarcity
Emart "Plans to Expand Whiskey Supply"

"Yes, ma'am. Everything is sold out now, only Jim Beam is left."

On the morning of the 6th at an Emart store in Suwon, Gyeonggi Province, a woman in her 30s asked a staff member in the liquor section about the stock of Macallan. The employee replied as above. The woman, looking disappointed, asked, "When will the stock be replenished?" but after hearing the employee say, "There is no schedule," she reluctantly turned away. The woman, who identified herself as a local resident, said, "Macallan is a liquor that's usually hard to find in stores, so I came out to buy it, but it's sold out, which feels a bit frustrating."

On the morning of the 6th, a sold-out notice for popular discounted whiskey products Macallan and Suntory Kakubin was posted in the liquor corner of an Emart store in Suwon, Gyeonggi Province. Photo by Seongpil Jo @gatozz

Shortage Phenomenon Despite One Bottle Per Person Limit

On the second and final day of the popular whiskey discount event that Emart started the day before to celebrate the New Year, most of the prepared stock was sold out, causing a 'sold-out frenzy' in the stores. Emart had prepared a record-high stock of 40,000 bottles for this event, but it was far from enough to meet the rapidly increasing whiskey demand, especially among the 20s and 30s age group. An Emart official said, "Besides the discount, the fact that liquors that usually don't come in were stocked had a big impact."

The whiskey products Emart offered for this event included ▲Balvenie 12 Year DoubleWood (700ml) ▲Macallan Double Cask 12 Year (700ml) ▲Singleton 15 Year (700ml) ▲Suntory Kakubin (700ml) ▲Jim Beam White (750ml). Among these, Balvenie 12 Year DoubleWood, Macallan Double Cask 12 Year, and Suntory Kakubin were specially stocked for this event, and some stores limited purchases to one bottle per person. Nevertheless, the shortage phenomenon where they couldn't sell enough due to lack of stock could not be avoided.

Consumers are flocking to the liquor section of an Emart store in Suwon, Gyeonggi Province, where a popular whiskey discount event held by Emart for two days starting from the 5th to celebrate the New Year is underway. Photo by Seongpil Jo gatozz@

Some Consumers Complain After Failing to Get Items

Some customers voiced complaints. At the Suwon store visited by the press team that day, it was not uncommon to find consumers expressing dissatisfaction, saying things like, "What do you do if you advertise the event but there are no products?" An Emart official said, "Those who like alcohol already know the discount list and understand which products they need to rush to buy," adding, "Those lining up before opening are exactly those customers." It was reported that about 10 people lined up in front of the Suwon store every day before opening during the event period to participate in the opening rush.

The sold-out frenzy started from the first day of the event. At the Mapo branch in Seoul, which the press team visited the previous morning, some products including Macallan sold out within an hour of opening. Baek Young-jin (27), met at the store, was one who failed to get the item. He said, "I came because of the discount event, but the Macallan I wanted to buy was all gone, so I'm debating between Johnnie Walker and other discounted whiskeys." The Mapo branch had brought in 12 bottles of Macallan for the event, but all were sold immediately upon opening. A Mapo branch official said, "About 20 people lined up in the morning for the opening rush," adding, "Macallan sold out at that time."

Popular whiskey discount event products are being sold quickly at the liquor corner of Emart Mapo branch. A Mapo branch official explained that some products, including Macallan, sold out as soon as the store opened. Photo by Lee Myunghwan @lifehwan

Led by the 20s and 30s Generation... Emart Plans to Expand Supply

The main customer base for this event was indeed the 20s and 30s generation. Whiskey was once considered a drink for the middle-aged and older, but with the establishment of solo drinking culture due to COVID-19 and a growing preference among the 20s and 30s for 'a rare and valuable drink,' a reversal has occurred. The recent popularity of highballs?a type of cocktail mixed with tonic water or carbonated water?among the 20s and 30s also contributed to whiskey becoming more mainstream.

The voices of consumers met at the store by the press team clearly reflected this trend. Office worker Joo Mo (33) said, "I came to buy Suntory Kakubin, my favorite highball whiskey," adding, "Suntory is over 10,000 won cheaper here than elsewhere, so I plan to stock up and drink it later." Hong Ji-won (27) also said, "I usually enjoy whiskey, and the discount on Singleton 15 Year was big, so I came to buy it," adding, "I want to stock up on the whiskey I bought today and drink it when I want."

Emart plans to expand the supply of popular whiskeys in response to this demand. An Emart official said, "It is true that the supply volume has been insufficient compared to the high demand for whiskey," and added, "We will continuously secure stock of popular products so that more customers can purchase them at affordable prices."