[위클리 리포트] Prohibition culture spreading among MZ generation
Non-alcoholic and low-alcohol products are pouring in… Over 100 million cans of non-alcoholic beer sold
Low-alcohol soju also released one after another… Market size expected to reach 70 billion won this year
As the trend of abstinence and moderation in drinking, such as ‘Sober Curious’, spreads, related products such as non-alcoholic beer and low-alcohol soju are also gaining attention. Liquor companies are also focusing on releasing and marketing non-alcoholic and low-alcohol liquor products to target related consumers.
According to the distribution industry on the 29th, liquor companies are expanding their product lines in anticipation that alcoholic beverages with no or low alcohol content will increase their market share. Hite Jinro Beverage was the first in Korea to introduce the non-alcoholic beer ‘Hite Zero 0.00’ in 2012. Following a complete product renewal in 2021, it released the summer edition in July of this year. The company said that the cumulative sales of the product reached 138.5 million cans as of the end of last year.
Following the launch of ‘Cass 0.0’ with an alcohol content of less than 0.05% in May 2020, OB Beer has successively launched related products such as ‘Hoegaarden Zero’, ‘Budweiser Zero’, and ‘Hoegaarden Fruit Brew’ in 2022. OB Beer has also launched the non-alcoholic product ‘Cass 0.0’ as the official sponsor beer of the 2024 Paris Olympics. This is the first time that a non-alcoholic beverage has been designated as an official global partner at the Olympics.
Lotte Chilsung Beverage also released a new product, “Cloud Clear,” with an alcohol content of 0.5 percent in August of last year, following the release of the non-alcoholic beer “Cloud Clear Zero” in 2017. A company official explained, “We have diversified our product line to cater to consumers who prefer non-alcoholic and low-alcohol beverages.”
In fact, the domestic non-alcoholic beer market size is gradually expanding. Market research firm Euromonitor announced that the domestic non-alcoholic beer market, which was 8.1 billion won in 2014, will grow more than fivefold to 41.5 billion won in 2021. The market size is expected to reach 70.4 billion won this year and 94.6 billion won in 2027.
An official from the liquor industry said, “Although non-alcoholic beer sales still account for only 1% of total beer sales, the related market is expected to grow further as the ‘healthy pleasure’ trend of enjoying health spreads, especially among the MZ generation (Millennials and Generation Z).”
The alcohol content of soju is also decreasing. In February of this year, HiteJinro renewed its flagship product, Chamisul Fresh, lowering its alcohol content from 16.5 degrees to 16 degrees. In March, it launched Jinro Gold, a product with an alcohol content of 15.5 degrees. In addition to its existing line of low-alcohol products, such as Isul Tok Tok Peach (3 degrees), Isher Aisle (12 degrees), Grapefruit Aisle (12 degrees), Green Grape Aisle (13 degrees), and Plum Water (12 degrees), HiteJinro launched Isul Tok Tok Sparkling Soda (3 degrees) in June.
Reporter Kim Eun-ji [email protected]
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2024-09-01 13:44:42