"I Can Now Shout with Confidence at Company Dinners"... Selling Out Every 2 Seconds, the Drinking Scene Has Changed [The Way We Shop Now]

Alcohol Shipments Decline for Four Consecutive Years
Only Non-Alcoholic and Low-Alcohol Drinks Show Growth
Taste and Atmosphere Now Drive Consumption over Intoxication

Editor's NoteWhat are people buying these days? From must-have household goods at Daiso to cosmetics that sell out at Olive Young, and even bread you have to line up for—familiar scenes of consumption reflect today’s market trends. "The Way We Shop Now" is a series that deciphers current consumer trends through the lens of everyday bestsellers. It explores which products are chosen and what strategies open wallets, unraveling changes in the marketplace in an accessible and engaging way.

Citizens are selecting groceries at a convenience store in downtown Seoul. Photo by Yonhap News

Although summer, the peak season for the alcoholic beverage industry, has returned, the market landscape this year looks noticeably different from previous years. As more consumers either abstain from or reduce their alcohol consumption, non-alcoholic beverages and low-alcohol drinks are rapidly gaining ground. The focus of consumption is shifting from "drinking to get drunk" to "enjoying a light beverage."

One Can Every 2.2 Seconds: 'Tera Zero' Sells 4 Million Cans in 100 Days

According to Hite Jinro Beverage on July 11, the non-alcoholic beer-flavored drink 'Tera Zero' recorded cumulative sales of 4 million cans within just 100 days of its launch. This translates to an average of about 40,000 cans per day—one can sold every 2.2 seconds. This is the fastest record among domestic non-alcoholic beverages.

If you lined up all 4 million cans, they would stretch approximately 520 kilometers—more than enough to connect Seoul and Busan. Stacked vertically, they would equal the height of roughly 2,000 Yeouido 63 Buildings. In terms of ground area, 13,300 square meters is about the size of the Jamsil Baseball Stadium field.

'Tera Zero'. Hite Jinro Beverage

'Tera Zero' is designed with a "Real Zero" concept, offering 0.00% alcohol content and eliminating calories, sugar, and sweeteners. This product demonstrates that non-alcoholic beverages have become an independent consumption category, rather than simply serving as a substitute for traditional alcoholic drinks.

"Daytime and After Workout": The 'Sober Life' Trend Is Reshaping Consumer Habits

The rapid growth of non-alcoholic beverages reflects a broader change in alcohol consumption patterns. Whereas traditional alcohol consumption was focused on post-work evening gatherings, recent trends show drinking occasions expanding to include weekday daytime sports events, outdoor activities, before and after driving, and even breaks during work—essentially spanning the entire 24-hour day.

This can be attributed to the rise of the 'Sober Life' trend, where individuals proactively control and moderate their drinking, which has become a mainstream lifestyle among people in their 20s and 30s.

Reference photo to aid in understanding the article. Getty Images

In fact, sales of non-alcoholic beer at GS25 convenience stores from January to May this year surged by an impressive 86.1% compared to the same period last year. The non-alcoholic market, which had been growing at an annual rate of 20–30% since 2023, appears to have reached an explosive tipping point this year.

According to market research firm Euromonitor, the domestic non-alcoholic and alcohol-free beer market is expected to reach 70.4 billion won in 2025, and between 94.6 billion and 95.6 billion won by 2027—putting it on the verge of becoming a 100-billion-won market.

In response, Hite Jinro has launched two new bottled products (330ml and 500ml), targeting not only canned products at convenience stores but also restaurants and bars. The strategy is to capture the "non-alcoholic dining demand"—consumers who want to match the atmosphere without actually drinking alcohol—across the entire eating-out sector.

"Even If Soju and Beer Decline, Low-Alcohol Drinks Remain Popular": The Rise of Healthy Pleasure and NOLO

The trend of avoiding strong alcohol extends beyond non-alcoholic beverages and is driving the joint growth of the fruit-flavored low-alcohol and highball markets. According to the National Tax Statistics Portal, the total domestic alcohol shipment volume last year was 2,987,726 kiloliters, a decrease of 5.2% year-on-year. Beer shipments fell by 7.2% to 1,518,931 kiloliters, and diluted soju dropped by 2.8% to 792,912 kiloliters. In contrast, shipments of general distilled spirits increased steadily from 1,785 kiloliters in 2023 to 3,805 kiloliters in 2024, and 4,056 kiloliters last year.

Notably, "New Omija" from Lotte Chilsung Beverage—a low-alcohol drink with 12% alcohol content—surpassed 2 million bottles sold within just over a month of its launch. According to Lotte Chilsung Beverage, sales of the fruit-flavored New product line grew by about 27% year-on-year as of the end of last year, driving growth for the entire brand.

"New Omija." Lotte Chilsung Beverage

The landscape of convenience store shelves has also shifted, with highball and ready-to-drink (RTD) alcohol products now dominating. CU convenience store’s highball sales growth rate was a remarkable 553.7% in 2023, 315.2% in 2024, and 190.1% in 2025.

Industry experts attribute this trend to the "Healthy Pleasure" consumption pattern, where people prioritize health without giving up enjoyment, and the solid establishment of "NOLO" (No or Low Alcohol) culture among young consumers.

Experts note, "The alcohol market is being redefined—not by how much you drink, but by how you enjoy it in different situations." They add, "Alcohol is no longer a necessity, but a choice, and the standard is becoming increasingly lighter and more diverse."

This content was produced with the assistance of AI translation services.