Byungchae Ryan Son

Can 30-Something Celebrities Revitalize the Whisky Industry? -2

  • Written Language: Korean
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Created: 2024-05-08

Created: 2024-05-08 10:36

Continuing from the first article...

Will the whiskey consumption generation be expanded by relying on the existing hospitality and entertainment culture? Or will a new opportunity for whiskey be found within the realm of existing popular drinking habits? The wine industry has already established its own territory within the drinking customs centered around soju and beer, which traditionally led social drinking occasions. In 2021, wine imports accounted for nearly 70% of the total foreign liquor imports, demonstrating an expansion rate that was almost three times that of the whiskey market compared to 2020. In an online survey conducted by Carat, wine was found to be the most consumed alcoholic beverage among Gen Z in the home drinking trend.


Whiskey, with its unique characteristics linked to price, alcohol content, and rarity, undoubtedly presents opportunities to showcase its value within the evolving drinking customs. The question lies in whether the industry can acknowledge and confront its internal conventions and assumptions. Will the industry continue to passively anticipate a market revival? Or will it embrace the challenge of understanding and concretizing the novel drinking habits that the new generation currently experiences?

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