E-Malt.com News article: South Korea: New high-alcohol beer releases seen as strategy targeting niche markets

As low-alcohol beers have established themselves as the mainstream in South Korea’s liquor market, the domestic beer industry has recently seen a series of new high-alcohol beer releases. This trend is interpreted as a strategy targeting niche markets amidst a growing 'healthy pleasure' trend that leads the low-alcohol craze, ChosunBiz.EN reported on July 3.

According to the relevant industry on the 3rd, OB launched 'CAS Lemon Squeeze 7.0' with an alcohol content of 7% last month. It maintained the flavor of 'CAS Lemon Squeeze', released in 2023, but increased the alcohol content from the previous 4.5% to 7%. Convenience store GS25 also introduced 'Real Beer Ball' with an alcohol content of 13% last April. This product is recommended to be mixed with carbonated water, tonic water, or lemon juice.

In a situation where low-alcohol beverages are dominant, the emergence of high-alcohol beers is unusual. Since the pandemic, the culture of office gatherings and drinking has decreased, and more health-conscious consumers have caused the non-alcoholic and low-alcohol market to grow rapidly. According to the market research firm Euromonitor, the scale of the domestic non-alcoholic beer market expanded over 55%, from 41.5 billion won in 2021 to 64.4 billion won in 2023.

The emergence of high-alcohol beers, alongside the growth of low-alcohol and non-alcoholic beers, is a result of diverse consumer preferences. Since the pandemic, more consumers who enjoy drinking alone and seek 'small but certain happiness' have arisen, leading to increased demand for 'light yet satisfying drinking'. Additionally, the high inflation situation has heightened interest in alcoholic beverages that can be consumed in one or two cans.

An OB official noted, "We launched 'CAS Lemon Squeeze 7.0' targeting the diversified consumer preferences, and we judged that there is a clear consumer base looking for high-alcohol beers." To celebrate the launch of 'CAS Lemon Squeeze 7.0', OB operated a temporary store named 'Suspicious Seongsu Station Exit 7' for 10 days starting from the 20th of last month, attracting 12,000 visitors.

High-alcohol beers impose less price burden compared to whiskey and allow consumers to feel the effects more quickly due to their higher alcohol content than regular beers, making them appealing to the younger generation that values 'cost-effective drinking'. An industry source stated, "Highballs are tasty but expensive, and there is a perception that whiskey is too heavy, hence high-alcohol beers are emerging as an intermediate alternative." An OB official mentioned, "CAS Lemon Squeeze 7.0 has an alcohol content similar to highballs," adding, "We are trying to display it in retail channels alongside highballs rather than beers."

The mixology culture, where individuals mix fruits or drinks to enjoy alcohol in their own style, is also contributing to the spread of high-alcohol beers. GS25 provided guidance on the 'Real Beer Ball' package, suggesting consumers mix with carbonated water or tonic water in ratios such as 'lightly' at 7:1, 'as usual' at 3:1, and 'heavily' at 1:1 to suit their preferences.

There are also projections that the growth potential of the high-alcohol beer market is strong overseas. According to market research firm Cerana, while the U.S. beer market size decreased by 0.6% year-on-year last year, the market for 'super premium beers' focusing on high-alcohol products increased by 4%. The market analysis firm IWSR also analyzed that premium beer sales are on the rise.


04 July, 2025