The COVID-19 pandemic and restrictions on the food servi ce industry and consumer gatherings have reshaped South Korea's drinking culture. The rise of the "Honsul" (drinking alone) and "Homesul" (drinking at home) trends has created a diverse alcohol culture. Wi th a newfound positive perception of Homesul across all age groups, there is a growing demand for light and easy-to-enjoy alcoholic beverages. In the fourth quarter of 2020, sales of small (330 ml) beer at CU convenience stores increased by 60.9%, outpacing the overall beer sales growth rate (18.9%) in the same period. Homesul culture has led to a shift in the perception of alcohol, emphasizing the enjoyment of flavors rather than simply drinking to get drunk. As a result, Millennials and Gen-Z, known for their curiosity and penchant for exploring drinking experiences, increasingly prefer higher-priced alcoholic beverages such as whiskey and wine. These consumers actively seek out and purchase drinks that match their preferences, including famous whiskey brands, often going to great lengths such as "open running" (lining up before the store opens to secure in-demand products).

Traditional Korean liquors have become a new trend with a younger consumer base, especially gaining traction among Millennials and Gen-Z. In 2021, the traditional liquor market increased by 49% year-on-year, more than doubling since 2016. Korea's liquor laws allow for online sales of traditional liquors approved by the Minister of Agriculture, Food and Rural Affairs, leading to the expansion of same-day delivery and subscription services.

South Korea's evolving drinking culture, which focuses on enjoying the taste of alcoholic beverages, has fueled a growing demand for drinks tailored to individual preferences. This has given rise to the "mixology" trend, with various products combining different types of alcoholic and non-alcoholic beverages, such as mixing sparkling water with alcohol or infusing tea with alcohol. Lotte Chilsung Beverage introduced fruit- lavored sparkling waters such as Sunhari Lemon Gin and Cloud Hard Seltzer. At the same time, BGF Retail (CU) launched RTD Highballs with Scotch whisky and lemon or black tea. The whiskey-based RTD Highball products available in CU convenience stores recorded a remarkable growth rate of 159.9%, gaining popularity among diverse consumers. In addition to these products, there is a growing demand for low-alcohol options, healthy alcoholic beverages, zero alcohol and non-alcoholic products. Hite Jinro Beverage introduced "Hite Zero 0.00," OB Beer launched "Cass 0.0" non-alcoholic beer in 2020, offering consumers a non-alcoholic beer option while maintaining the original taste of beer.