Korean Soju, Makgeolli and the 전통주 Boom — 2026-10-18

Top developments

Whiskey Surpasses Soju in E-Mart Sales Share

For the first time, whiskey has outsold soju in terms of sales share at E-Mart, Korea’s largest hypermarket chain. In the first nine months of 2026, whiskey accounted for 16.3% of alcohol sales, edging out soju, which held 15.9%. This reversal reflects changing consumer preferences toward premium and diverse spirit options in the domestic market.

"Saero" Zero-Sugar Soju Hits 11 Billion Bottle Milestone

Lotte Chilsung Beverage announced on October 14 that its zero-sugar soju brand "Saero" has surpassed 1.1 billion bottles in cumulative sales since its launch four years ago. Despite a shrinking overall domestic soju market, the brand has maintained momentum through expanded fruit-flavored product lines and character-based experiential marketing campaigns.

GS Retail and aT Partner to Expand Traditional Liquor Sales

GS Retail and the Korea Agro-Fisheries & Food Trade Corporation (aT) signed a business agreement on October 13 to boost traditional liquor consumption and expand sales channels for local breweries. The partnership leverages GS25 convenience stores and online platforms like "Wine25 Plus" to sell award-winning traditional liquors, aiming to improve accessibility for consumers and support regional producers.

"Captain Q" Relaunches at Seven-Eleven After 11 Years

Seven-Eleven Korea will relaunch the traditional liquor brand "Captain Q" on October 21, marking its return after an 11-year hiatus. The brand will be available with a 20% discount for Woori Card users, part of a broader strategy to revive heritage liquor brands and attract niche consumers.

Local view

Korean media highlights the tension between declining domestic alcohol consumption and the push for global exports. Seoul Economic Daily reports that Korea's total liquor tax revenue fell to a six-year low of 2.4352 trillion won last year, driven by younger adults drinking less and a decrease in the number of bars in Seoul. This domestic slump is pushing major producers like Hite Jinro and Lotte Chilsung to aggressively target overseas markets.

Segye Ilbo notes that liquor companies are increasingly focusing on experience-based marketing, including bartender events, wine tasting spaces, and participation in local festivals, to engage consumers directly rather than relying solely on traditional advertising.

Context & numbers

• Domestic Market Share: Whiskey (16.3%) vs. Soju (15.9%) at E-Mart in Jan–Sep 2026.
• Sales Milestone: Lotte Chilsung's "Saero" soju reached 1.1 billion cumulative bottles sold in 4 years.
• Tax Revenue: Korea's domestic liquor tax revenue was 2.4352 trillion won in 2025, the lowest in six years.

On the radar

• October 21: "Captain Q" traditional liquor relaunch begins at Seven-Eleven stores nationwide.
• Q3 Earnings: Analysts from Hana Securities predict that while Hite Jinro may perform relatively well, Lotte Chilsung's Q3 results could fall below expectations due to soft domestic demand and increased competition from new entrants like OB Beer's soju brand "Charang."