A Demand For Flavored Alcoholic Drinks Increases In South Korea As More And More Women Join The Heavy-Drinking Men
In South Korea, where an increasing number of females are joining the workforce, many young women seek lighter alcoholic drinks to help them unwind after a long day's work. Hence, the rising popularity of fruit-flavored soju with lesser alcohol content.
"It gives you time to enjoy the taste and talk with friends - unlike regular soju, which is too strong," says 25-year-old Jeon Seo Jin as she relaxes after work with a female colleague at a bar in central Seoul.
In an article by Daily Mail on Feb 3, 2014, South Koreans drink twice as much as Russians and more than five times as much as the British. The average consumption of 13.7 shots of alcohol per week puts the country ahead of Russia with an average of 6.3 shots and the Philippines with 5.4 shots.
The South Koreans' increased alcohol consumption is also attributed to their affinity for fermented rice wine Soju, which accounts for 97 percent of the country's liquor market. Also, many believe in the common saying "he who drinks more works better" and that drinking is the fastest way to build friendship and office camaraderie.
With the rising number of women drinking alcoholic liquor, a 20 percent increase in the imports of sparkling wine has been observed in January to July. Beverage companies adapt to this growing trend by making more and more flavors, from lemon to blueberry.
Reuters reported on Wednesday that Lotte Chilsung Beverages have launched in March a citron-flavored soju, which they call Soonhari. This contains 14 percent alcohol as opposed to the usual 21 percent in clear sojus and, unsurprisingly, 40 million bottles have already been sold within the first 100 days.
In May, Muhak has released fruit-flavored soju products with low alcohol content. In addition, South Korea's biggest maker of alcoholic beverages, Hite Jinro, has kept pace with the flavored booze trend in June with their grapefruit flavored soju containing 13 percent alcohol.
"There was pent-up demand for change in flavor and alcohol content among South Korean drinkers, especially among females as more and more of them join the workforce," says analyst at Korea Investment and Securities Lee Kyung Ju.
The rate of women in their 20s who drink more than once a month has increased by 10.5 percent from 2005 to 2014.
"Female drinkers tend to prefer more delicate, softer and sweeter drinks," explains CEO of Salon Du Vin wine outlet in Seoul Park Heung Gyu. "Also, old customers these days look for softer wines as they are concerned that high alcohol drinks would affect their health."
