On Sunday at 3 p.m., the auction room set up in a corner of the 2025 Korea Wine & Spirits Awards EXPO venue was filled with more than 100 enthusiasts. Amidst this crowd, the voice of a quick and urgent host resonated.
"We will begin the 2025 Korea Wine & Spirits Awards auction show. The item is the 65th anniversary limited edition of Gongbukaju. The starting price is 400,000 won."
Before the host's words even finished, hands were raised here and there. The prices soared in an instant. Just 10 seconds after the auctioneer called out 400,000 won, the bidding price surpassed 500,000 won. Amazement erupted among the spectators. The auction did not stop there.
The price quickly jumped past 500,000 won. The excitement intensified. The participants' gazes grew more serious. As it surpassed the 600,000 won mark, an atmosphere of tense silence enveloped the auction hall. In the silence, one individual raised their hand and shouted, "620,000 won."
"620,000 won, 620,000 won is on the table. Is there a higher amount?"
At that moment, a man in black spoke clearly. "640,000 won."
No more competitors appeared. The 65th anniversary limited edition of Confucius Family Liquor, of which only 2,365 bottles exist worldwide, found its new owner.
The 2025 Korea Wine & Spirits Awards EXPO, which determines the best liquor in the country, was held from the 7th to the 9th for three days at the Seoul Hangnyeoul station SETEC.
The Korea Wine & Spirits Awards is a representative liquor evaluation contest of Korea, now in its 12th year. Organized by ChosunBiz since 2014 with the aim of discovering and promoting good domestic alcohol and supporting the formation of a sound drinking culture, it expanded into an expo this year.
On the final day, the 9th, a ceremony for the awards, as well as a seminar on liquor for beginners including the auction show, was held.
◇ "I learned to drink by color"... A venue for liquor education that blends knowledge and experience
The lecture hall on the last day of the expo was filled with over 100 audience members. At 1 p.m., Kim Sang-mi, director of WSA Wine Academy, began his lecture on the theme of "Interesting Wine Stories."
"Wine is 'the divine droplets' with an 8,000-year history. While beer is intentionally made by humans, wine is a mystical drink that ferments naturally when grapes are crushed, and has been regarded as a beverage created by gods for humans since ancient times."
The audience nodded at the director's voice. He emphasized, "Wine engages all five senses, stimulating the ears with the sound of pouring, seeing the color with the eyes, smelling the aroma with the nose, and enjoying the taste and texture with the mouth."
Sitting in the front row of the lecture hall, college student Choi Ji-won (24) said, "The tip that a rich color pairs well with beef, a light color with chicken, and a medium color with pork is something I'll use for dinner tonight."
Starting from 2 p.m., Andy Yoon, brand ambassador of Kennedy House Spirits (KHS), continued the lecture on the topic of "New Homemade Highball Recipes." He demonstrated how to make highballs.
"While drinking high-proof liquor straight can be daunting, making a highball allows you to enjoy it deliciously and refreshingly."
He noted, "Mixing Chinese Baijiu with soda or ginger ale not only makes it more comfortable but also allows you to enjoy new flavors that you haven't experienced before," introducing various types of liquor for making highballs such as whiskey, soju, gin, vodka, and traditional liquor.
A 40-something housewife, Park Mi-young, who attended the lecture, said, "I was glad to learn highball recipes that I can easily follow at home," adding, "The non-alcoholic version can be enjoyed with kids, so I definitely want to try that."
◇ "The standards for taste in alcohol have changed"... The evolving Korean liquor market through diversity
At 9:30 a.m. that day, the award-winning products were announced. The liquors that won the grand award this year clearly showed the new trends in the Korean liquor market.
In the Korean rice wine sector, the best liquor among all takju was recognized as the Best of 2025: Beompyo Brewing’s “Beompyo Makgeolli (7% ABV).” Made with rice from Icheon and filtered three times, this premium makgeolli sold all the alcohol prepared over the three days.
High-alcohol makgeolli products, surpassing the traditional 5–6% ABV range, received numerous awards this year. These include Hangang Brewery’s “Naroo Makgeolli 11.5″ (11.5% ABV), Daraengi Farm’s “Yuja Gadeuk 09″ (9% ABV), J1 Agricultural Corporation’s “Kyungtakju 12″ (12% ABV), and Palpal Yangjojang’s “Hard Potion” (14.3% ABV).
In the soju section, a range of products received high acclaim, from diluted soju under 17% ABV to distilled soju over 30% ABV. LOTTE Chilsung Beverage’s “Searo” and HiteJinro’s “Jinro,” “Chamisul Fresh,” and Daesun Brewing’s “Daesun 159″ won in the diluted soju category, while Smart Brewery’s “Mahan 48″ won in the distilled soju category. Manufacturers of Andong soju, such as Agricultural Corporation Millfun’s “JinMaek Poet’s Rock”, continue to show strength.
In the beer sector, domestic craft beers that had struggled just five years ago have made remarkable strides. Seoul Brewery’s “Modulor Rustic Farmhouse Ale” is a unique beer made with ancient grain emmer. Blue Whale Brew House’s “Queenbee Imperial Stout,” a 14% ABV high-proof beer with honey, also gained attention.
In the wine sector, Les Vins’s “Roche Mazet Merlot” set a record by winning the grand award for the fifth consecutive time, solidifying its position in the mid-range wine market. The Moldovan-origin wine “Academia Purcari Fetească Neagră” also set a record for five awards.
As domestic wine consumers’ perspectives have improved, good-quality wines are recognized regardless of whether they come from famous regions like France or Italy.
◇ "Alcohol is now an experience"... The high-level development of Korean drinking culture
This expo has been evaluated as a comprehensive festival showcasing the current and future of the domestic liquor industry, going beyond simple tastings and sales. The event, which unfolded in three exhibition halls with over 200 booths, clearly demonstrated that Korean drinking culture is evolving from simply consuming alcohol to experiencing it.
A couple in their 60s, Kim Soo-young and Park Seul-a, met at the venue and remarked, "When we were young, we drank just to get drunk, but these days, there’s a culture of sipping and savoring the alcohol itself. Now in our old age, we've learned what makes makgeolli, wine, and whiskey different."
This expo highlighted the significant growth of the domestic traditional liquor market. Yangjudoga, known for its yuja sparkling makgeolli “Yutokjatok,” attracted a large crowd of spectators wanting to taste it. There were also cases like Agricultural Corporation Songdohyang’s “Oh My Gat Sparkling Spring Flower,” which added a refreshing carbonation to traditional makgeolli to target younger consumers.
Yu Seong-woon, the author of “Single Malt Whiskey Bible” and the deputy secretary of the Korea Spirits Association, noted, “This expo has allowed lesser-known domestic liquors to shine, with hundreds of varieties gaining attention. It has laid the groundwork for increasing consumer touchpoints and visibility to expand into the global market.”