Beer flat as soju gets summer sparkle
/ Yonahp
By Rachel Lee
Beer is losing ground to soju as the favored drink of summer, thanks to newly launched sweet flavors.
According to Lotte Mart, sales of soju were up 10 percent this month on the same period last year, while beer sales fell 0.1 percent. Soju accounted for 26.2 percent of sales of the two beverages, up 3 percent on last year. Beer sales were down 3 per cent at 73.8 percent.
“During the summer season, beer had always been the most popular drink, but those mild, fruity sojus have changed the trend in the country,” said Choi So-yeon, a Lotte Mart merchandiser.
The story is the same at E-mart.
According to the retailer, soju took up 20.8 percent of total liquor sales this month, up 2 percent on the same period last year. Beer sales were down 2 percent at 51 percent.
“Due to the Middle East Respiratory Syndrome outbreak around the country, consumers tended to avoid outdoor activities, including picnics, which drove beer sales down,” a company spokesperson said.
Lotte Chilsung Beverage’s Soonhari Chun Churum, launched in March, has taken the Korean market by storm, selling 1.5 million bottles in a month. The citron-flavored soju has an alcohol content of 14 percent, about 3 percentage points lower than other brands.