Over Half of 2030 Sales Share
Shin Dong-yeop Also Launches 'Black Circle Highball'
Seven Eleven announced on the 19th that the sales of its draft beer can 'Saeng Draft Beer,' the first of its kind in the convenience store industry, increased by 45% in the recent week (December 12-18) compared to the first week of its launch. Released in October, this product was developed in collaboration with broadcaster Shin Dong-yeop, well known as an avid drinker, and Seven Eleven.
Saeng Draft Beer is a product designed to capture the freshness of draft beer by containing live yeast as is. It began pilot sales at about 2,000 stores in October and expanded sales to nationwide stores by the end of last month.
Seven Eleven cited the popularity of Saeng Draft Beer to its convenience, as it is made in a transparent can form for draft beer. This allows customers to purchase fresh draft beer, which was previously unavailable at convenience stores, in a portable and easy-to-store can form.
To enhance the freshness of the draft beer, Seven Eleven applied a cold chain system designed in-house. This enables the beer to remain fresh from production through distribution.
The transparent package design is also a distinguishing feature of Saeng Draft Beer. Typically, canned beer is made with opaque cans due to beer’s sensitivity to direct sunlight. To address this, special hops resistant to sunlight were used, and UV-blocking coating was applied with great care.
Saeng Draft Beer is receiving positive responses from the MZ generation (Millennials + Generation Z) customers. According to Seven Eleven’s payment analysis data, the sales proportion of customers in their 20s and 30s purchasing this product approaches 50%.
Meanwhile, Seven Eleven also introduced a premium highball in collaboration with Shin Dong-yeop. At the end of October, they launched a new premium liquor series called 'Black Circle' and released two types of 'Black Circle Highball (Original and Lemon, 350ml).' This product uses original Scotch whiskey (about 13.5%) and has a relatively low alcohol content (5%), making it easy to enjoy without burden. It is produced directly in Japan, where highball culture is well established, and has ranked second in sales within the highball category so far.
Nam Geon-woo, product planner (MD) of Seven Eleven’s beverage and liquor team, said, "In recent years, the number of home drinkers has steadily increased, and consumer needs have become more segmented. At Seven Eleven, we are expanding the liquor category through various collaborations and the introduction of new products, and we will continue to lead convenience store liquor market trends based on these efforts."
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