Alcoholic drinks in 2024: The big picture
In 2024, overall alcoholic drinks in South Korea saw low growth in total volume terms and underwent various shifts. One noteworthy trend in 2024 was the rise in mindful drinking, and growing demand for low alcohol and no alcohol beverages. Instead of simply drinking to get intoxicated, more consumers are placing emphasis on taste and experience, often factoring in health and lifestyle considerations. Responding to this shift, companies have been actively launching new non-alcoholic or low ABV products and differentiating themselves with a variety of flavours and packaging.
2024 key trends
Beer was the largest category within alcoholic drinks overall in 2024, with total volume sales seeing slightly above-average growth as consumers switched away from other alcoholic drinks, particularly wine. Domestic lager accounted for the largest share of sales, and also saw a more dynamic performance than imported lager. However, RTDs was the most dynamic category in 2024, with total volume sales rising significantly. The growth of RTDs was fuelled by the increasing popularity of convenient alcoholic drinks amongst younger consumers of legal drinking age, as well as by the rising interest in highballs and lower-alcohol drinks. Domestically, a continuous stream of new product launches and widespread promotions in retail channels, such as convenience stores and hypermarkets, further drove expansion.
Competitive landscape
Hite Jinro has long led alcoholic drinks in South Korea, and in 2024 it maintained its lead despite seeing a slight total volume share decline. It continued to lead shochu/soju in 2024, and maintained its strong second position in beer behind Oriental Brewery Co Ltd. However, its share declined due to the dynamic growth of RTDs, in which it has only a minor presence, as well as the better performance of Japanese beer brands compared with during the “No Japan” campaign. In shochu/soju, traditional high ABV soju faced challenges, as lower ABV variants gained popularity, putting pressure on its Jinro Chamisul product line, although it maintained its total volume share. Meanwhile, Terra maintained a sizeable total volume share in domestic lager, but saw a share decline in 2024.
Retail developments
Convenience stores remained the primary distribution channel for alcoholic drinks in South Korea in off-trade volume terms in 2024, which can largely be attributed to the accessibility and diverse product offerings of such outlets. Compared with drinks specialists or large supermarkets, consumers find it easier to discover new and trendy alcoholic beverages in convenience stores. This channel also saw solid growth in 2024, as major convenience store chains, including GS25, CU, 7-Eleven, and Emart24, have actively expanded their alcoholic drinks selections and introduced innovative marketing strategies to enhance customer engagement. Nevertheless, forecourt retailers saw the strongest volume growth from a low base, for similar reasons.
On-trade vs off-trade split
With on-trade sales seeing faster total volume growth than off-trade in 2024, there was a minor shift in share, although this was negligible, and on-trade sales continued to account for 37% of total volume sales, down from 42% pre-pandemic (2019). In 2024, although the on-trade channel maintained volume growth, it faced challenges returning to the 2019 level of sales and share in South Korea due to economic downturn and limited consumer spending. Rising costs for food and beverages, coupled with financial constraints, led to a continued lower number of visits to bars, pubs, and restaurants. Whiskies, which has long been dominated by on-trade consumption, has seen a noticeable shift towards off-trade channels such as convenience stores and supermarkets, and this continued in 2024.
What next for alcoholic drinks?
Total volume sales of alcoholic drinks in Japan are set to fall over the forecast period, with on-trade sales set to see a stronger decline than off-trade, although both will see declines. While wine, spirits, and beer are expected to see low negative total volume CAGRs, RTDs is anticipated to maintain its dynamic growth trend. RTDs is expected to continue growing by capitalising on its convenience and wide product variety, potentially replacing some of the demand for imported and craft beer, or creating new demand. Nevertheless, its volumes will still remain far lower than the other alcoholic drinks categories due to its low base.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in South Korea, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in South Korea report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in South Korea?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in South Korea?
- How are products distributed in South Korea?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in South Korea
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in South Korea
KEY DATA FINDINGS
Domestic lager benefits from recent launches and changing habits
Lotte Chilsung Beverages sees exceptional growth
Convenience retailers continues its rising share of sales of beer
Decline expected to be driven by health and economic factors
The falling share of on-trade sales likely to impact companies
Health likely to be a major theme in innovations moving forward
Lager price band methodology
Rtds in South Korea
KEY DATA FINDINGS
Spirit-based RTDs drives sales and growth due to popularity of highballs
Brewguru Co Ltd sees exceptional growth to become the dominant company
Popularity of off-trade consumption reduces share of on-trade sales
Convenience and flavour likely to be key factors driving growth for RTDs
Transparent packaging set to gain traction, as it makes RTDs highly Instagrammable
Clearer categorisation of RTDs will help consumers make more informed choices
Spirits in South Korea
KEY DATA FINDINGS
Whiskies and shochu/soju continue to drive growth in spirits
Hite Jinro extends its lead due to its dominance of shochu/soju
Hypermarkets and convenience stores grow their shares of off-trade sales
Despite overall declining trend, on-trade channel set to maintain growth
Tax reduction set to provide opportunities for traditional spirits
Innovation likely in traditional spirits
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in South Korea
KEY DATA FINDINGS
Consumers move away from wine due to price sensitivity and changing trends
Despite decline, trading up seen within wine
Share of on-trade sales rises, while hypermarkets continues to dominate off-trade sales
Champagne and sake set to buck the declining trend
Likelihood of more casual consumption
AI set to have a greater impact on wine in the forecast period
The following categories and subcategories are included:
Alcoholic Drinks
-
-
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
-
- Flavoured/Mixed Lager
-
-
- Domestic Premium Lager
- Imported Premium Lager
-
- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
-
- Domestic Economy Lager
- Imported Economy Lager
-
-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
-
- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
-
-
- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
-
-
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
-
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
-
-
- Brandy
- Cognac
-
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
-
-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
-
- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
-
- Tequila (and Mezcal)
-
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
-
-
- Blended Malt Scotch Whisky
-
- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
-
- Other Whiskies
-
-
-
- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
-
-
- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
-
-
- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
-
-
-
- Port
- Sherry
- Vermouth
- Other Fortified Wine
-
- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
-
- Champagne
- Other Sparkling Wine
-
- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
-
Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Alcoholic Drinks research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!