SEOUL, December 07 (AJP) - Traditional Korean liquor from small regional breweries is gaining popularity at convenience stores, with sales jumping more than five-fold as trendy products attract younger consumers beyond the traditional middle-aged demographic.
GS25, a major convenience store chain, said sales of traditional liquor from small breweries through its Wine25Plus online platform surged 5.4 times in the first 11 months of this year compared to the same period last year. Overall traditional liquor sales on the platform increased 2.4 times.
The growth comes as breweries introduce low-alcohol products and leverage popular entertainment content for branding. National Tax Service data shows traditional liquor shipments more than doubled to 163 billion won in 2022 from 63 billion won in 2020.
GS25 partnered with Daedong Yeojudo, a traditional liquor curation and distribution platform, to help small breweries expand beyond regional markets. The collaboration brought 19 small breweries onto Wine25Plus this year, with over 90 percent based in regional provinces including Gyeongsang and Jeolla.
Hoegok Brewery in Andong, North Gyeongsang Province, saw sales double after joining Wine25Plus, with the platform now accounting for about 30 percent of total revenue. The brewery produces trendy products using popular TV drama intellectual property. Another brewer, Han Young-seok's Fermentation Lab in Jeongeup, North Jeolla Province, reported a 26 percent sales increase.
Hoegok Brewery's customer base among consumers in their 20s and 30s grew 65 percent this year, GS25 said, adding that restaurants and pubs have begun requesting product listings.
"Wine25Plus is helping regional breweries grow from local brands to nationwide brands through our national distribution network and curation system," said Jeon Jun-young, an official at GS25's Wine25Plus.
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