Overview: Whisky has made a significant impact on the market in South Korea, surpassing beer sales for the first time. This shift is attributed to younger consumers increasingly turning to scotch whisky, highball cocktails, and intense marketing by global brands.
The Full Story
Whisky sales have been growing steadily over the past few years in South Korea. In 2025, it accounted for 24.2% of alcohol sales at E-Mart, surpassing domestic beer (23.8%) and soju (14.5%). Imported beer trailed behind with an 11% share.
The growth can be attributed to the increasing popularity of highball cocktails among younger consumers. Bars began serving more whisky-based drinks, making it a popular choice for nights out and home consumption.
During a two-day whisky promotion at E-Mart, the store sold out in just 20 minutes. The chain’s sales data revealed that they sold about 3.2 million bottles of whisky last year, with over 1,000 different types available.
Production & Profile
The production process for South Korean whiskies is not as well-documented as other regions like Scotland or Japan. However, it’s known that many local distilleries use a combination of traditional and modern techniques to produce their whisky.
The flavor profiles of South Korean whiskies vary greatly depending on the type and age. Some are smooth and approachable, while others are more complex with notes of oak and spices.
Brand & Industry History
Whisky has been gaining popularity in South Korea for several years now. In 2022, domestic beer still led with a 24.3% sales share at E-Mart, versus 17.9% for whisky. However, whisky sales boomed by 51.4% that year.
The category continued to grow throughout 2023 and 2024, rising by 25.2% and then another 16.6%. This growth was fueled by younger consumers increasingly turning to scotch whisky, highball cocktails, and intense marketing efforts from global brands like Diageo’s Johnnie Walker.
Market Trends
The market for whisky in South Korea is expected to continue growing as more consumers become familiar with the spirit. Experts forecast that consumption of highballs will increase significantly this year, outstripping supply of certain brands.
Global companies like Diageo and Pernod Ricard have been actively promoting their whiskies in the region through partnerships with local bars and restaurants. These efforts are expected to contribute to further growth in sales.
Conclusion
The shift towards whisky as the top-selling alcohol at E-Mart marks a significant milestone for the industry in South Korea. As more consumers become familiar with scotch whisky, highball cocktails, and other types of whiskies, it’s likely that this trend will continue to grow.
With global brands actively promoting their products and local distilleries experimenting with new techniques, there is no sign of slowing down for the South Korean whisky market.
Source: Read the original article
