Whisky's share of liquor sales hits 16.3%, edging past soju's 15.9%

Photo is unrelated to the article. [123rf]
Photo is unrelated to the article. [123rf]

Whisky has overtaken soju in hypermarket liquor sales for the first time, reflecting a shift in drinking habits as more consumers move away from group drinking toward enjoying alcohol at home — alone or in small gatherings — and seek out products that match their personal tastes.

According to E-mart, whisky accounted for 16.3 percent of total liquor sales from January through September this year, surpassing soju's 15.9 percent share — the first time a single spirits category has outsold soju. Industry observers say the milestone signals a broader shift in the liquor market, given that whisky alone — not the broader Yangju category that includes vodka, tequila and rum — crossed the threshold.

Whisky also led in sales growth. Its sales rose 11.1 percent from the same period last year, while soju managed only a 2.0 percent gain. Whisky's growth rate had been running high — 21.8 percent in 2023 and 16.1 percent in 2024 — before slowing to 2.9 percent last year, but it has rebounded to double digits again this year.

Demand for whisky and other Yangju is also rising at other hypermarkets. Lotte Mart posted a 2.3 percent increase in Yangju sales in the first half of this year compared with the same period last year. Blended whisky led the growth with a 13.6 percent rise, while Japanese whisky climbed 12.6 percent.

The shift reflects changing drinking habits. Consumption patterns are diversifying away from group settings centered on soju and beer toward home drinking and solo drinking culture. Whisky suits this trend well — it can be enjoyed in various ways, including as a highball, and an opened bottle can be stored and consumed gradually over time.

Retailers are expanding their product lineups to meet the evolving demand. E-mart is running a "Whiskovery" promotion through Wednesday, offering discounts of 10 to 50 percent on more than 80 whisky varieties. About half the items on sale are new to the lineup, as the retailer aims to cater to consumers venturing beyond mainstream labels to explore new flavors, origins and brands.

"It is less that soju sales have fallen and more that whisky consumption has grown that quickly," a retail industry official said. "Just as with wine, consumers who started with popular whisky products are now seeking out new flavors and regions of origin."


kacew@heraldcorp.com