Over the past few years, there has been a significant shift in the patterns of alcoholic beverage consumption among people in South Korea. The consumption of traditional liquors and distilled spirits has increased, leading to changes in the market and the emergence of new trends, such as the premium makgeolli market and the launching of subscription services for traditional liquors. Now, the younger generation has turned their attention to seeking new and unique drinks. Given the recent rise in the popularity of traditional Korean liquor, we will examine the factors that have contributed to it and how the traditional liquor market will likely change in 2023.

According to Market Kurly, an online grocery retailer, sales of traditional liquors have increased 2.5 times compared to the same period last year. To keep up with this trend, Market Kurly created a traditional liquor category and started offering delivery. As more people searched for these products, the number of products offered by the company increased threefold. The most popular item in Market Kurly's traditional liquor corner is, as expected, makgeolli. Since the beginning of the year, saless of makgeolli have increased 3.3 times compared to last year.

So why have there been changes in the consumption of alcoholic beverages? One reason is the desire among younger consumers to define their identities and seek out rare and unique experiences. Traditional liquors, with their long history and unique tastes, appeal to this demographic. In addition, traditional liquors express the unique values of each distillery through their use of diverse ingredients and proportions. This aligns with the preferences of the 2030 generation who seek to establish their own identities.

The other reason is that palates have become more diverse, with consumers seeking out new and characteristic flavors. Traditional makgeolli is a fermented rice beverage that has been enjoyed for centuries. However, in recent years, there has been a rise in the popularity of premium makgeolli, which is made using high-quality ingredients and a more complex fermentation process. This has led to the emergence of a new market for high-end makgeolli, with consumers willing to pay a premium for a unique and refined experience.

Looking forward, one trend in 2023 that will emerge is the rise of subscription services for traditional liquors. These services allow consumers to receive regular delivery of high-quality, artisanal beverages from around the country. This has made it easier for consumers to access a wider variety of traditional liquors, regardless of where they live. While traditional liquor stores remain popular, there has been a rise in online sales and subscription services.

The second predicted trend is the continued diversification of traditional liquors. While makgeolli and soju remain the most popular choices, distinctive liquors that reflect diverse consumer preferences will continue to be produced alongside mainstream drinks. There is also a growing interest in lesser-known beverages such as dongdongju and hwaju. Furthermore, there has been a rise in personalized branding and packaging, as well as the emergence of customized blends and cocktails.

The consumption patterns of alcoholic beverages in South Korea are evolving, with traditional liquors and distilled spirits becoming more popular. If alcoholic beverages continue to evolve, it will be interesting to see how these trends develop and shape the industry in the years to come. Starting in 2023, it appears that this trend will keep pace with the rapidly changing society. Of course, challenges are expected such as intensified competition between products and pricing, but if these are managed wisely, the future for traditional liquors seems limitless.