For the first time, whisky has outsold soju in South Korean major hypermarkets, signaling a major shift in the country’s drinking culture. Moving away from traditional, large-scale gatherings fueled by mass-market soju and beer, consumers are increasingly turning to home-drinking ("honsul" and "homsul"—drinking alone or in small groups at home) and seeking out products that match their personal tastes.

According to E-Mart on the 17th, whisky accounted for 16.3% of total liquor sales from January to September this year, surpassing soju for the first time at 15.9%. This marks the first occasion that a single whisky category has outpaced soju in sales. Industry experts note that this is a significant milestone, as the surge is driven purely by whisky rather than the broader spirits category that includes vodka, tequila, and rum.

Whisky has also outpaced soju in terms of sales growth. During this period, whisky sales rose 11.1% compared to the same period last year, whereas soju saw a modest 2.1% increase. After experiencing strong growth rates of 21.8% in 2023 and 16.1% in 2024, whisky growth slowed to 2.9% last year, but has rebounded back into double digits this year.

Demand for spirits like whisky is growing across other major retailers as well. Lotte Mart reported a 2.3% year-on-year increase in spirits sales for the first half of this year. Notably, blended whisky sales jumped 13.6% to drive growth, while Japanese whisky sales grew by 12.6%.

This shift is largely attributed to changing lifestyle habits. Instead of large groups drinking soju and beer together, consumption patterns have diversified toward home-drinking, either alone or with close companions. Whisky fits this style well because it can be enjoyed in various ways, such as highballs, and can be kept and shared over time after opening.

Retailers are expanding their product selections to meet this evolving demand. E-Mart is running a "Whiscovery" promotion through the 21st, offering discounts of 10% to 50% on around 80 types of whisky. Roughly half of the promotional items are being introduced for the first time. This initiative aims to cater to consumers who are exploring new flavors, origins, and brands rather than sticking to conventional products.

"It's not that soju sales have dropped, but rather that whisky consumption has grown at such a rapid pace," a distribution industry official remarked. "Much like wine, consumers are starting with popular mainstream products before branching out to explore new tastes and regions."

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