PROSPECTS AND OPPORTUNITIES
Convenience and flavour likely to be key factors driving growth for RTDs
Total volume sales of RTDs are expected to see a dynamic rise in South Korea in 2025, and indeed throughout the forecast period, although the rates of increase are expected to slow as the category starts to mature. This sustained growth is set to be driven by the fast-changing drinking culture, with a move towards convenient pre-mixed alcoholic drinks, the expansion of RTD product lines, and the premiumisation of RTDs.
Transparent packaging set to gain traction, as it makes RTDs highly Instagrammable
In 2025, transparent can highballs are expected to gain significant traction in South Korea, evolving from the previous trend of fresh fruit highballs. While taste and convenience have always been key factors in the consumption of RTDs, the visual aspect of alcoholic drinks is becoming increasingly important, especially in a social media-driven market.
Clearer categorisation of RTDs will help consumers make more informed choices
One of the unique aspects of highballs in the South Korean market is that they are not always whisky-based. Unlike in Japan, where Chu-hai (shochu highballs) and Sawa (sour-based RTDs) are clearly categorised, RTDs in the South Korean market has a more flexible definition of highballs, often encompassing soju-based, fruit-flavoured, and other spirit-based beverages.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs 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.
If you're in the RTDs 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 RTDs 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 RTDs in South Korea?
- Where is consumer demand for RTDs 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?
Rtds in South Korea - Category analysis
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
Alcoholic Drinks in South Korea - Industry Overview
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
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
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 RTDs research and analysis database.
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