Imports of whisk(e)y into South Korea surged in the first half of 2023, rising by 50% year-on-year, due in part to the surging popularity of highball cocktails.
The data, provided by the country’s customs services and reported in The Korea Economic Daily, revealed that the imported mass of whisk(e)y, including everything from single malt Scotch to Kentucky Bourbon, in the first half of this year was 16,900 tons, a major increase on the 11,100 tons reported for the same six month period in 2022. This is the highest figure since customs officials began tracking it in 2000.
Part of the reason for this trend appears to be because of the growing demand from South Korean consumers in the millennial and Generation Z demographics for highballs – whisk(e)y drinks topped up with a carbonated beverage.
The Japan Times reports that South Korea is the world’s fastest growing whisk(e)y market, and quotes Euromonitor research manager Sunny Moon: “Millennials and Gen Z consumers tend to reject the alcohol culture centred around excessive drinking in late-night gatherings and seek new ways to enjoy alcohol. With the prolonged spread of Covid-19, the concept of indulging in small luxuries with a small amount of money has risen.”
Highballs are not as strong as some other cocktails, and so are seen as less excessive. Because there are a number of possible variations using different combinations of spirit and mixer, they are also seen as more exciting.
Younger people are also reportedly spending more on premium spirits, seeing them as a status symbol.
Beer also saw a bounce, with imports reaching 127,000 tons, a 7.1% year-on-year increase. Improving relations with Japan mean that Japanese beer is once again reportedly proving especially popular.
However, these success may have come at the expense of other categories. Imports of wine into South Korea actually declined in this period to 31,800 tons, a 10.8% drop on the figure from the first half of 2022. The Korea Economic Daily suggests that this is because South Koreans were buying wine for drinking at home during the pandemic, whereas now that they can go out more, they opt for beer and whisk(e)y.
