Traditional liquor sales soar on online markets

[Courtesy of Wadiz]

The online market for traditional South Korean liquor is seeing rapid growth, fueled by its unique and attractive packaging that resonates with younger generations. SSG.com said on Thursday that sales of traditional liquor in the first half of 2024 increased more than fourfold compared to a year ago. This follows a fivefold growth recorded in the first half of the previous year, indicating a sustained upward trend.

The online retailer explained that the increase in sales is partly due to more exclusive product offerings, such as the “Sooldamhwa Traditional Liquor Gift Set” and “Won Soju,” which are only available on its platform. These unique products have successfully captured consumer interest and driven sales growth.

Other e-commerce platforms are also seeing a rise in traditional liquor sales. Market Kurly, for example, reported a 10 percent increase in traditional liquor sales in the first half of 2024 compared to the same period during the previous year. This trend underscores the growing popularity of traditional liquor across the e-commerce sector.

One of the key factors contributing to the surge in online traditional liquor sales is its status as the only type of alcohol legally permitted for online sale in Korea. While current laws prohibit online sales of most alcoholic beverages, an exception has been made since 2017 for small-scale traditional liquor producers.

According to the National Tax Service, the domestic shipment value of traditional liquor increased 162.9 billion won ($117.5 million) in 2022 from 62.6 billion won in 2020. The retail industry estimates that more than 10 percent of the total annual shipment value of traditional liquor is sold online.