Korean Soju, Makgeolli and the 전통주 Boom — 2026-10-22
South Korea's alcohol industry is navigating a historic shift as whiskey overtakes soju in hypermarket sales for the first time, while traditional makgeolli sees a revival through new limited editions and global exports. Local producers are pivoting to low-alcohol and premium segments to combat declining domestic consumption, supported by government initiatives for rural revitalization through traditional liquor.
Korean Soju, Makgeolli and the 전통주 Boom — 2026-10-22
Top developments
Whiskey Surpasses Soju in Hypermarket Sales For the first time, whiskey has outperformed soju in sales at major Korean hypermarkets. According to data released on October 17, whiskey accounted for 16.3% of E-Mart’s alcohol sales in the first nine months of 2026, edging out soju at 15.9%. This milestone reflects a broader trend of premiumization and shifting consumer preferences away from traditional soju dominance.
Kuksoondang Launches Limited "New Rice" Makgeolli On October 22, Kuksoondang released "2026 First Sip Made from New Rice," a limited edition of 21,000 bottles of fresh makgeolli brewed with this autumn’s harvest. The launch is part of a competitive autumn marketing push by liquor companies to attract consumers with seasonal, experience-based products.
Makgeolli Goes Global with Matcha Flavor Korean makgeolli producers are finding success abroad with innovative flavors like matcha, aiming to expand into 18 countries by year-end. This strategy leverages new shelf-life technologies to overcome logistical hurdles that previously limited makgeolli exports to diaspora markets.
Traditional Liquor Online Sales Plunge Despite the boom in physical retail, online sales of traditional liquor (jeontongju) have dropped by 59% over the past four years. Producers cite high platform fees and advertising costs as significant barriers, while the government struggles to accurately track the shrinking online market size.
Local view
Lotte Department Store Hosts Traditional Liquor Exhibition Lotte Department Store’s Busan branch is hosting a special exhibition from October 23–29 featuring 35 award-winning traditional liquors from local breweries. The event highlights the "2026 Korea Liquor Grand Prize" winners, aiming to boost visibility for regional producers amidst declining domestic consumption.
Pucheon Makgeolli Struggles with Regional Branding Local media reports indicate that Pucheon makgeolli, known for its military supply history, is struggling to convert regional fame into sustained commercial success. The challenge lies in linking local brewery competitiveness with consistent consumer demand beyond tourist spots.
Context & numbers
Rural Revitalization Through Traditional Liquor The Ministry of Agriculture, Food and Rural Affairs selected five rural revitalization success stories, including "Han Young-seok’s Fermentation Research Institute," which grew its revenue from 500 million KRW to 2.2 billion KRW and increased employment from 5 to 17 people. These initiatives are part of broader government efforts to support traditional liquor as a driver for local agriculture.
Soju Exports Expand Despite Domestic Decline Hite Jinro is focusing on overseas expansion, exporting to over 90 countries, while Lotte Chilsung Beverage diversifies product lines to combat domestic market shrinkage. Lotte Chilsung’s zero-sugar soju "Saero" has surpassed 1.1 billion bottles sold since its launch, even as the overall soju market contracts.
Lotte Chilsung Leads in Low-Carbon Certification Lotte Chilsung Beverage has secured 12 low-carbon product certifications, the highest in the industry, including recycled PET bottles for Chilsung Cider. This move aligns with global sustainability trends and aims to differentiate Korean beverages in export markets.
On the radar
- Kentucky Bourbon Master in Seoul: Jefferson’s Bourbon founder Trey Zoeller visited Seoul this week to collaborate with Korean bartenders, signaling growing cross-cultural cocktail exchanges.
- IWSR Heritage Trend: The International Wine and Spirit Research (IWSR) notes that heritage and provenance are becoming key drivers for premium alcohol exports, a trend Korean soju and makgeolli brands are leveraging.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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