On the morning of the 14th at Emart Traders in Magok, Seoul. On this opening day, hundreds lined up even before the doors opened. Despite the winter cold wave, those armed in thick padding formed a long queue from the 2nd basement level to the entrance. The consumer at the front of the line said he had camped out since 4 a.m.
Most of them were waiting for the 'Kim Chang-soo Whiskey Single Cask 51.8,' which was produced exclusively for Kim Chang-soo Distillery Traders. This whiskey is a product limited to 120 bottles, crafted by the renowned Korean whiskey brewer Kim Chang-soo.
The price of this product is 220,000 won. While this is a price point worthy of famous foreign whiskeys aged over 21 years, consumers were ecstatic about this domestic whiskey aged for three years. It took only 10 minutes for all the prepared products to sell out.
Until now, Kim Chang-soo Whiskey sold whiskey that had been mixed from several oak barrels. However, this whiskey is a single cask product containing only the raw liquid aged in a single oak barrel.
Typically, single cask whiskeys display a stronger individuality compared to blended raw liquids. Because of this, they are very popular among enthusiasts who are willing to pay extra to acquire them. On this day, Kim Chang-soo visited the Traders store and signed for a buyer. Consumers who were still in line but could not purchase whiskey gathered together to share information and opinions about the new whiskey.
According to a report by ChosunBiz on the 23rd, while imported alcoholic beverages, including whiskey and wine, are experiencing a recession, domestic whiskey is continuing to gain popularity irrespective of the economic situation.
Young consumers searching for 'alcohol to enjoy rather than to get drunk' have become enamored with domestic whiskey. The trend of rushing towards products as soon as the store doors open, known as open run, continues. This phenomenon is rare, as the whiskey market began to shrink last year, following the wine market in 2023.
While imported whiskey peaked last year and started on a downward slope, domestic whiskey is showing a steep upward trend. As of 2023, the total whiskey sales have decreased by 15%, while domestic whiskey sales have increased by over 200%.
In particular, Kim Chang-soo Whiskey and 'Gi Won' Whiskey recorded sales increases of over 500% each, selling out every time a product was released. In contrast, according to customs tariff import and export trade statistics, the amount of whiskey imported returned to a decrease of 22.6% in 2024.
Kim Joo-han, a bartender at Blue Brick Bar, noted, "As the preferences of the majority of consumers in the market shift to mid-range products for highballs, the price competitiveness of major Scotch whiskeys like 12, 15, and 17 has weakened. With the whiskey boom passing, consumer interest in existing famous brand whiskeys has cooled, and since the end of last year, the rising exchange rate means that imported whiskeys are likely to struggle for some time."
Experts say that domestic whiskey boasts a distinct character different from imported whiskey. Distilleries located in Namyangju, Gyeonggi Province, and Cheongju, Chungcheongbuk Province, have leveraged the extreme climate with temperature differences exceeding 50 degrees. They claim that the four seasons of Korea allow for a maturation speed three times faster than that of the whiskey's homeland, Scotland.
A representative from Three Societies, regarded as Korea's first whiskey brand, stated, "The unique characteristics of Korea's climate have become an advantage. Moreover, the potassium and magnesium ions contained in the underground spring water in Namyangju enhance the activity of lactic acid bacteria during fermentation, creating a distinctive taste unique to domestic whiskey."
Domestic whiskey companies are enhancing their value by intentionally limiting production quantities. Kim Chang-soo Whiskey maintains an annual production of less than 1,200 bottles. Due to its rarity, the Kim Chang-soo Whiskey 3rd cask released in 2023 set a record at auction, fetching 4.5 million won per bottle.
Additionally, domestic whiskey emphasizes sophisticated designs that are shareable on social media. Elements like bottle design and packaging play a crucial role in collectors assessing the collectible value of whiskey.
The domestic liquor industry is also preparing to develop a 'Korean Whiskey Tourism Trail.' This plan includes packaging distillery experiences, tasting tours, and Korean food pairing programs as new tourism products.
Brand positioning expert Kim So-hyung, a consultant at Davis & Company, remarked, "The current consumer base driving the domestic whiskey craze consists of young drinkers in their 30s and 40s who consume whiskey alone in small quantities. Just as we embark on whiskey shopping trips to Japan or Taiwan, once the quality of domestic whiskey is recognized globally, we will see whiskey tourism from Japan, Taiwan, and China to Korea instead."