"Order Chaos" at Seven Eleven... 'Shin Dong-yeop Whiskey' Initial Stock Sold Out

'Black Circle Whiskey' Launched Earlier This Month
Ranks No. 1 in the Whiskey Category

Seven Eleven announced on the 26th that the ‘Black Circle Whiskey,’ launched earlier this month in collaboration with drinking enthusiast Shin Dong-yeop, sold out its initial stock within a week.

Black Circle Whiskey was developed with the ambition to become the foundation of Korean national whiskey. Broadcaster Shin Dong-yeop personally participated in all stages of product planning and development, including whiskey tasting and package design. The achievement of becoming a hit product is attributed to its high-quality whiskey, which is hard to believe is priced in the 10,000 KRW range, and its luxurious ‘tin case’ packaging that satisfies consumers’ ‘value for money’ sentiment.

A customer is purchasing Black Circle Whiskey at Seven Eleven. Provided by Seven Eleven.

In line with the popularization of whiskey culture, it features a reasonable price point allowing consumers to enjoy high-quality whiskey. It offers flavors that can be enjoyed not only by whiskey connoisseurs but also by beginners without any burden.

Since its launch, the product has become a ‘rare item’ as it has sold out in some stores, creating a spontaneous viral phenomenon on social media (SNS).

Store owners’ requests for restocking have been pouring in. They have expressed various reactions such as ‘If restocked, I will definitely place the maximum order,’ and ‘There are many customers who come daily, so please open orders as soon as possible.’ Many store owners who have experienced ordering frenzies for previously introduced products like the real draft beer ‘Saeng Draft Beer,’ ‘Ha Jung-woo Wine,’ and ‘Rare Item Champagne’ have quickly moved to secure inventory.

Thanks to this, Black Circle Whiskey ranked first in whiskey category sales immediately after its launch. From the 1st to the 25th of this month, Black Circle Whiskey also topped the popular search terms on the Seven app.

Seven Eleven is urgently proceeding with additional production of the product and plans to resupply it to franchise stores nationwide within the next week.

Song Seung-bae, MD of the Beverage and Alcohol Team at Seven Eleven, said, “Black Circle Whiskey has been loved since its launch and is showing signs of selling out. In response to the explosive requests from store owners, we have started urgent production. Moving forward, we will continue to introduce fresh collaborative marketing and high-quality specialized products that can only be found at Seven Eleven, leading the alcohol trend.”