2023 RSN Alcohol Market Trend Analysis
Examining Characteristics by Beverage Type and Consumer Preferences
Zero Sugar and Experience-Oriented Tendencies Expected to Continue
"Please share a delicious recipe for Earl Grey Highball" "How are the bottle prices at this year’s Macallan popup store?"
RSN, a social big data analysis company, announced on the 9th the liquor trends analyzed from 940,000 data points published on blogs, cafes, and social networking services (SNS) throughout last year.
Keyword 1: Atmosphere
Last year, consumers showed strong reactions when new products were launched or existing products were renewed. They enjoyed the pleasure provided more by the space and experience than by the alcohol itself. With the popularity of Shorts and Reels, the trend expanded even further.
By type of liquor, keywords related to beer included ‘weather,’ ‘festival,’ and ‘a drink after work,’ showing a tendency to enjoy it impulsively depending on the situation. Soju was frequently mentioned in connection with group gatherings and dining out. Interest in RTD (Ready to Drink) products available at convenience stores increased for highballs.
Looking at the share of liquor brands mentioned with RTD, Jim Beam (20.5%), Suntory (9.0%), and Hwayo (4.4%) ranked highest. In the case of whiskey, the number of ‘whiskey enthusiasts’ who enjoy it more as a hobby than simple consumption increased. There were also posts expressing concerns such as, "Whiskey drinking feels more like a hobby, so it’s hard to quit or cut back."
Keyword 2: Popup Store
Popup stores spread like a trend. The keyword ‘popup store’ increased by 230% compared to 2022. Companies opened popup stores every time a new product or collaboration product was released. Saero held a birthday party to celebrate the first anniversary of its launch. The concept was to celebrate the birthday of the character ‘Saerogumi’ (a compound of Saero + Gumiho). HiteJinro operates a popup store called ‘Dukkeopsanghoe’ for ‘adults’ while touring nationwide.
Keyword 3: Sweet
The ‘zero sugar’ trend in the liquor market is already an old story. Recently, not only sugar-free but also sweet flavors have gained enthusiasm. The keyword ‘sweet’ increased by a whopping 548% compared to the previous year. While the past focused on strong flavors, now the trend targets the MZ generation with lower alcohol content and enhanced clean and smooth tastes. As the atmosphere to enjoy alcohol pleasantly and deliciously grows, visually appealing RTD products have increased.
According to RSN’s analysis, the consumer trend of seeking new and special experiences is expected to continue this year. The key point is that both taste and atmosphere must be captured simultaneously. The ‘healthy pleasure’ trend, which aims to enjoy drinking in a joyful and healthy way, also continues. This is a result of the increased importance of health management after experiencing COVID-19. The lifestyle trend of managing health enjoyably while drinking is expected to persist this year as well.
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