Many wine and spirits brands have become accustomed to collaborating with creators from all walks of life-painters, designers, stylists, street artists, musicians- to increase their visibility among young consumers who are passionate about culture.Īlso read: After India's craft beer and gin revolution, homegrown Black Bow aims for India's whiskey momentĪnother tactic the alcohol industry is using to draw in young consumers is celebrity investment. The limited edition bottles, titled "Yeosu Night Sea," are described by the liquor maker as "the world's smallest exhibition." Their labels feature Kian84's drawings of some of his most iconic characters.Īlcohol aficionados can scan the QR codes on them to find out more about this artistic collaboration, which is a communication coup. So the industry is banking on pop culture to convince them, once and for all, of alcohol's "cool" potential.īohae, a Mokpo-based spirits group, recently partnered with hit webtoon creator Kian84 to create a new line of soju. They are worried that young Koreans will gradually turn away from alcoholic beverages to take care of their health, as is being seen in the US, the UK and even Japan. "The consumption of fruit wines is changing from a drink enjoyed on special days to a drink enjoyed at home, alone or sometimes with family," South Korea's Ministry of Food and Drug Safety said in a statement relayed by Food Navigator.Īlcohol and artistsDespite this, the alcohol industry is working hard to win over millennials and even Generation Z. And even more so since the start of the pandemic. More original than its grape cousin and more fashionable than fruit liqueurs, they are very popular in Asia. This phenomenon, particularly widespread among young Koreans, has had an impact on their preferences in terms of alcohol. One of the reasons for this is the practice of "homsul," the trend of drinking, usually alone, at home. This is despite restrictions and temporary closures of drinking establishments related to the Covid-19 crisis. Alcohol-related spending rose 8.3 percent in 2021 compared to the previous year, according to a report by analysis firm Fitch Solutions. However, people living in the home of K-Pop remain big consumers of alcohol. 400-year-old Ecuadoran beer resurrected from yeast
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