"They Wouldn't Give It a Second Look When Offered to Ancestors"... MZ Goes Wild for 80-Year-Old Ceremonial Liquor as a Household Must-Have

'One Cup' Format Gains Popularity Among Millennials and Gen Z

Empty Cups Reused with 'Silicone Caps'

Average Annual Growth of About 50% Over the Past Three Years

Baekhwasubok, a byword for ceremonial liquor, is enjoying a second golden age. Its use had declined as ancestral rites and holiday memorial ceremonies gradually disappeared, but sales of Baekhwasubok in small cups are now booming, particularly among younger consumers. The trend has been fueled by the spread of the “Sober Curious” movement, which favors avoiding high-proof spirits, and word of mouth on social media that it is convenient to drink during outdoor activities and that the cup can later be repurposed as a household item.

According to Lotte Chilsung Beverage on October 22, sales of Baekhwasubok nearly doubled last year and surged more than twofold through August this year. Its average annual growth rate from 2023 through last year reached 50%, driving sales growth in Lotte Chilsung Beverage’s clear rice wine division.

Launched in 1945, Baekhwasubok was hugely popular both as a ceremonial liquor and as a premium drink. Its manufacturer, Daehan Brewery, even changed its name to Baekhwa Brewery in 1967. But as demand for Western spirits such as whisky grew, the clear rice wine market shrank, and Baekhwa Brewery was acquired by the Doosan Group. Lotte Chilsung Beverage has manufactured Baekhwasubok since the Lotte Group acquired Doosan Liquor in 2009.

Clear rice wine was traditionally consumed at holiday memorial ceremonies, Japanese restaurants, and oden bars. It maintained steady demand through a practice of pouring liquor from containers of 1 liter or more into smaller bottles for sale. Baekhwasubok was also sold in large bottles through food-service and entertainment channels, including restaurants and bars, but its image as an old-fashioned drink kept it from gaining widespread popularity.

The sharp decline in ancestral rites and holiday memorial ceremonies also contributed to lower consumption of clear rice wine. According to the Korea Rural Economic Institute and other sources, a survey of 1,000 consumers in the Seoul metropolitan area found that 63.9% of households did not hold a holiday memorial ceremony for Seollal this year, while the figure for Chuseok was 65.3%.

Baekhwasubok One Cup (180 ml), launched in 1984, attracted attention as it was consumed mainly at ski resorts and golf courses, but sales declined as outdoor activities contracted during the COVID-19 pandemic.

The turnaround has come recently. Sales have continued to rise as consumers in their 20s and 30s have taken notice of Baekhwasubok One Cup, which has a lower alcohol content than soju and comes in a small serving. During the COVID-19 pandemic, the number of campers grew, and they began bringing Baekhwasubok One Cup because it is easy to drink and does not leave them worrying about a hangover. Packaged in a cup, Baekhwasubok One Cup is convenient to open and drink right away, without the need to bring a separate glass or bottle. Once strongly associated with ceremonial rites, Baekhwasubok is broadening its appeal as a drink to enjoy casually with meals or during outdoor activities.

Another factor behind its popularity is that consumers have put silicone caps on the empty cups after drinking Baekhwasubok One Cup and reused them to drink other beverages, store ingredients, or hold seasonings. Lotte Chilsung Beverage has been pursuing aggressive marketing, including events offering silicone caps as gifts.

A Lotte Chilsung Beverage representative said, “We have recently been running promotions targeting consumers such as customers at Gwangalli pojangmacha and campers. We will listen closely to consumers and carry out marketing that helps us connect with them in a more approachable way, drawing greater interest in Baekhwasubok One Cup.”

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