Convenience Store Selling 500 Million Won Whiskey

Rare and Unique Lunar New Year Gifts with High Scarcity in Distribution
CU Introduces 'Diamond Jubilee' Whiskey
Single-Serving Hanwoo and Fruit 'Small but Certain Happiness' Sets Also Popular

With the Lunar New Year holiday just over a month away, retailers are launching unique Lunar New Year gift products. A luxury whiskey priced at hundreds of millions of won per bottle has appeared, along with small-pack gift sets designed for single-person households.

Convenience store CU, operated by BGF Retail, introduced the 'Diamond Jubilee' whiskey from Windsor, UK, at its 2024 Lunar New Year gift exhibition starting on the 9th. This blended Scotch whiskey is priced at 500 million won. The Diamond Jubilee is produced by blending rare raw spirits supplied from the UK's Glenury Royal and Royal Lochnagar distilleries. Since Glenury Royal has closed, production has ceased, making it highly rare. The bottle containing the whiskey is also crafted using gold and diamonds to enhance its luxury.

A CU representative said, "We introduced the Diamond Jubilee while preparing a variety of whiskey gift sets at different price points for Lunar New Year gifts," adding, "Whiskey has recently gained great popularity, so we are diversifying our lineup from low-priced to premium products." The representative also hinted, "By offering a diverse lineup, we aim to demonstrate product competitiveness while attracting customers."

Gift sets targeting single-person households and the MZ generation (Millennials + Generation Z) are also being released one after another. Lotte Department Store is launching Lunar New Year gift sets aimed at single-person households in their 20s and 30s. Reflecting the increasing number of single-person households, the 'So-hwak-haeng' gift sets feature traditional holiday gifts such as Korean beef and fruits in small packages for one person. The single-person Korean beef gift set reduces the quantity by about 70% compared to regular gift sets, consisting of 600g. Fruit gift sets have also been reduced in size by up to 40%.

As the 'hon-sul' (drinking alone) culture grows among younger generations, the lineup of alcoholic beverage gift sets has also diversified. Lotte Department Store increased the number of distilled spirits such as whiskey, vodka, and tequila by more than 40% compared to last year’s Lunar New Year, reflecting the 'mixology' trend. Mixology is a term combining 'mix' and 'technology,' referring to mixing various types of alcohol, beverages, and syrups. This trend has spread widely among young people who make highballs at home. Shinsegae Department Store also reflected the mixology trend by assembling gift sets featuring popular products from Fortnum & Mason, a British tea specialty brand. The 'Earl Grey Highball,' a mix of tea and whiskey, has recently gained popularity after being featured on variety shows.

Employees are introducing small-sized gift sets at the food hall on the basement level 1 of Lotte Department Store Main Branch.
[Photo by Lotte Department Store]

Such unique holiday gift set launches in the industry are expected to continue for the time being, as lifestyle and consumption trends are gradually changing, especially among younger generations. A Lotte Department Store representative said, "We have prepared various gifts for the upcoming Lunar New Year, carefully selecting products that fit the single-person household trend," adding, "We plan to continue offering diverse unique gifts that elevate the quality of gifts while matching current trends."