Mini-size beer, liquor going mainstream

Oriental Brewery's (OB) Cass beer in a 250 milliliter can, left, and in a 500 milliliter can. Courtesy of OB

By Park Jae-hyuk

As more Koreans are starting to eat and drink alone, brewers and distillers are rushing to introduce smaller-size products, according to industry officials Wednesday.

When releasing its Cass beer in 250 milliliter cans in July, Oriental Brewery (OB) said consumers can more conveniently enjoy a cold beer in summer as the smaller can cools much faster than the larger cans.

According to Korea's largest brewer, consumers said the small-size enables them to drink beer without difficulty. In particular, female consumers who don't drink as much as men prefer the small can to the conventional 500 milliliter can.

OB, which released Hoegaarden Rosee in 250 milliliter bottles in 2016, is considering producing more types of beer in small-size cans and bottles.

“We came up with Cass beer in 250 milliliter cans to satisfy young customers who tend to enjoy a glass of beer alone at home,” an OB official said. “We will continue to make innovations with our products to satisfy the needs of various consumers.”

HiteJinro also released Hite Extra Cold beer in 250 milliliter cans a few years ago. Lotte Asahi Liquor sells Asahi Super Dry beer in 135 milliliter cans.

Whisky makers, which have already vied over the past few years for leadership in the nation's low-alcohol whisky market, are no exception to the recent trend.

Diageo Korea introduced Johnnie Walker Black Label in 200 milliliter bottles to the Korean market last year, following the release of Johnnie Walker Red Label in 200 milliliter bottles in 2016, which gained huge popularity with young Korean consumers.

In 2015, Pernod Ricard Korea released Jameson in 200 milliliter bottles.

Lotte Liquor began selling Scotch Blue King in 500 milliliter bottles for 16,005 won ($14.12) in 2016 to win the hearts of more consumers.

As for wines, HiteJinro released Esta Sangria in 375 milliliter bottles last year. Also, Lotte Liquor sells Yellow Tail Shiraz in 187 milliliter bottles and Spell sparkling wine in 275 milliliter bottles.

Retailers have begun putting up shelves for liquors in small cans and bottles in line with the market trend.

The nation's 7-Eleven convenience stores are equipped with the “Seven Bar Signature” shelves specializing in the small-size bottles of liquor. Home plus sold gift sets consisting of small-size alcoholic drinks during the Chuseok holiday last year.

“The growing number of single households and people putting emphasis on their personal happiness has influenced the liquor market, leading the small-size products to gain popularity,” said an official at BK, a Korean importer of foreign beers.