Whisky imports hit record high in S. Korea amid falling wine interest

Soaring popularity of highballs drives whisky boom as wine demand declines post-pandemic

Whisky imports hit record high in S. Korea amid falling wine interest
Hun-Hyoung Ha 1
2024-01-30 11:22:10 hhh@hankyung.com
Food & Beverage

Soaring highballs propelled whisky consumption to record heights in South Korea last year, while pandemic-driven interest in wine waned significantly, marking a shift in post-lockdown preferences.

According to trade statistics released by the Korea Customs Service on Tuesday, whisky imports in 2023 increased by 13.1% from the previous year, reaching 30,586 tons—a record high.

This marks the first time whisky imports have exceeded 30,000 tons. Following a decrease from about 20,000 tons in 2019 to 15,923 tons in 2020 and 15,662 tons in 2021, whisky imports surged to 27,038 tons in 2022 and then surpassed 30,000 tons last year.

The rise in whisky imports is attributed to the growing popularity of highballs, a mixed drink made with whisky and either soda water or tonic water.

Highballs have gained popularity, particularly among millennials and Gen Z, altering the perception of whisky from a high-end, strong drink to a more accessible option.

In recent years, there has been a shift in the import mix of whisky towards more affordable products. In 2023, the value of whisky imports was $25.9 million, a decrease of 2.7% from the previous year.

This indicates an increase in the import of lower-priced whiskys.

The liquor industry anticipates that whisky will continue to grow in popularity in South Korea as highballs solidify their status as a trend.

In contrast, wine imports experienced a significant decline last year.
The volume of wine imports dropped by 20.4% from the previous year to 56,542 tons in 2023, marking the largest recorded decrease.

Wine imports had risen from 43,000 tons in 2019 to 54,000 tons in 2020, the first year of the COVID-19 pandemic, and then surged to 77,000 tons in 2021.

However, they fell to 71,000 tons in 2022 and further to 56,000 tons in 2023.

Wine imports had surged during the pandemic as home drinking and solo drinking became more prevalent.

However, with the transition to the endemic phase and the resumption of socializing outside, the wine boom began to wane.

Write to Hun-Hyoung Ha at hhh@hankyung.com
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