How About 'One Drink' at the Casino This Weekend?…The Alcohol Industry Falling for 'Pop-Ups'

Soju, Beer, and Hangover Remedies
Pop-up Store Craze in the Alcohol Industry
Focus on Brand Essence Flagship Stores

Recently, the distribution industry has been launching numerous pop-up stores to expand customer touchpoints and convey brand value. The liquor industry is also introducing spaces where brands can be promoted in various ways through pop-ups and flagship stores. As liquor is increasingly regarded not just as a beverage but as a hobby or a form of value consumption, the industry is focusing on space marketing to keep up with recent trends.

Exterior view of Seonyang Soju's popup store 'Seonyang Casino'.

Seonyang Soju, a soju company based in the Daejeon and Chungnam regions, is operating the 'Seonyang Casino' pop-up store at Door to Seongsu, GS25's premium flagship store in Seongsu-dong, Seoul, until the 12th to commemorate the launch of its 640ml PET product. This pop-up store, designed with a casino concept, allows visitors to enjoy games using chips provided upon entry and experience the brand while tasting Seonyang. In the game zone, which is set up like a real casino, visitors can bet chips on various games such as card magic and the big wheel. Chips earned through games can be exchanged for 12 types of Seonyang Soju merchandise, including retro drink trays, blankets, and grip tokens.

Seonyang Soju's current pop-up store is seen as an extension of the success of its first pop-up store last year. To celebrate its 50th anniversary last year, Seonyang Soju, a rare regional soju company, operated a pop-up store in Seoul. The previous pop-up store was themed 'Plop,' meaning 'to fall into water,' and was designed as a journey to meet the mascot whale who fell into Seonyang Soju. It attracted nearly 20,000 visitors over about a month, which was internally evaluated as a definite promotional success for Seonyang Soju.

Heineken Korea's Tiger Beer has also been operating the 'Tiger Radler Vinyl House' pop-up store in Seongsu-dong, Seoul, since the 2nd. The space is designed with a vinyl house concept to evoke the atmosphere of a greenhouse, conveying the message of enjoying the fresh, fruity taste of Tiger Radler in the city. It attracted more than 3,500 visitors within five days. Park Ji-won, Marketing Director of Heineken Korea, said, "We are truly grateful to everyone who visited the Tiger Radler Vinyl House pop-up store. We hope visitors can directly experience the charming sweet and tangy taste of Tiger Radler and enjoy a new experience."

At the vinyl house, visitors choose their favorite fruit among the three Tiger Radler flavors?lemon, grapefruit, and pomelo?upon entry. They can take commemorative photos at the photo zone with a backdrop of a giant Tiger Radler can pouring lemon. Additionally, various experiential zones such as tasting, voting, and store zones are set up for consumers to enjoy.

HiteJinro, a traditional powerhouse in the liquor industry, recently celebrated the launch of ‘Jinro Gold’ by opening pop-up stores in Seongsu-dong, Seoul, and Seomyeon, Busan, targeting consumers. The Jinro Gold pop-up store features four distinctive photo zones, including a high-angle shot area for the photo-loving MZ generation and a So-Mac (soju and beer) certification issuance zone. It also offers five carnival-style games such as shooting and Nanta (Korean percussion) games, where completing three missions rewards visitors with Jinro Gold and snacks. Additionally, Samyangsa operates the ‘Blue Express’ pop-up store for its hangover relief brand ‘Sangkwaehwan’ near Euljiro 3-ga Station in Seoul until the 20th.

Some brands are focusing on flagship stores?main stores that operate continuously to allow consumers to experience the brand beyond temporary pop-up stores. A representative example is The Balvenie Bar in Gwanghwamun, Seoul, operated by William Grant & Sons’ single malt whiskey brand Balvenie. Consumers can taste various Balvenie lineup products here, find the one that suits their preferences, and experience the brand’s value and philosophy.

Balvenie opened its first store in Gangnam, Seoul, in May 2021 and launched its second store in Gwanghwamun last year. The Balvenie Bar in Gwanghwamun is a space that modernly reinterprets traditional Korean aesthetics and offers tasting set menus to experience products in various ways. A William Grant & Sons Korea representative said, “The Balvenie Bar in Gwanghwamun is a special place where anyone who loves whiskey can easily visit, encounter, and taste Balvenie. Since its opening last year, it has gained a strong reputation among consumers through differentiated spaces and content, receiving enthusiastic responses.”