Scottish Single Malt Whisky "Ockentoshan"
CU Convenience Store Offers Unprecedented Discounts... Sales Surge After YouTube Review
"More Consumers Are Seeking Ultra-Low-Priced Whisky"
The recently launched Scottish whisky "Ockentoshan" at CU, a convenience store chain operated by BGF Retail, is experiencing a sell-out situation. The whisky manufacturer offered its remaining inventory at an unprecedentedly low price as it began a brand renewal, and word quickly spread through YouTube and social networking services (SNS), leading to a surge in sales.
According to the retail industry on May 21, the two types of Ockentoshan whisky (American Oak and Sauvignon Blanc) introduced by CU on April 28 are being sold at about 70% off the regular price. The domestic retail price for Ockentoshan American Oak is 79,000 won for 700ml, and for Sauvignon Blanc, it is 129,000 won. At CU, however, they are being sold for 23,900 won and 39,900 won, respectively.
YouTuber 'Saengmyeongui Mul' shared news about a discount on Okenton Whiskey through a YouTube Shorts video on the 14th. YouTube screen capture.
This news was shared on May 14 by the whiskey specialist YouTube channel "Saengmyeongui Mul," after which the product quickly became a sold-out item. On the same day, "Ockentoshan" ranked first in search terms on CU's mobile app "Pocket CU," and Ockentoshan accounted for 35.6% of CU's whisky sales that day.
On SNS, reactions included comments such as "If you see it while passing by, buy it immediately," and "The convenience store near my house is already sold out."
Ockentoshan is a single malt whisky brand from Scotland. In particular, Ockentoshan Sauvignon Blanc is characterized by its fruity notes of green grapes and green apples, as it is matured in bourbon barrels and then finished in Sauvignon Blanc casks. When enjoyed chilled, it offers a rich flavor reminiscent of Sauvignon Blanc wine, making it especially popular as a "summer whisky."
A CU representative explained, "As Ockentoshan whisky is undergoing a complete renewal, our liquor merchandiser secured the remaining stock at a low price. Once all the inventory left in stores is sold, the discount will also end."
Scotch whisky GlenDew sold at CU convenience store operated by BGF Retail. Launched in November last year, it attracted attention as an ultra-low-priced whisky. Provided by BGF Retail
Recently, there has been a growing preference for affordable whisky in the convenience store industry. As the era of high inflation continues, more consumers are seeking whiskies that offer both value for money and quality.
In November last year, CU launched the ultra-low-priced Scotch whisky "Gilly Dew," priced in the 10,000-won range, which sold 100,000 bottles within just two months of its release. During the promotional period, the product was offered at 9,900 won. Last year, whiskies priced under 50,000 won accounted for 80.2% of CU's total whisky sales.
Lee Eunhee, a professor of consumer studies at Inha University, explained, "The main customers of convenience stores are single-person households and younger generations, who tend to quickly share information and word of mouth. If there is a good product at a reasonable price, more consumers are choosing rational spending over buying expensive whisky." She added, "With the solo drinking culture and the trend of mixing drinks such as highballs, there has also been an increase in demand for affordable whisky."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
