The 2025 Korea Wine & Spirits Awards EXPO, which determines the best liquor in the country, was held on the 7th at Hangnyeoul station SETEC.
The Korea Wine & Spirits Awards is the representative liquor evaluation in Korea, now in its 12th year. It has been held annually by ChosunBiz since 2014 with the goal of "discovering and promoting good domestic liquor and supporting the formation of a healthy liquor culture."
This event will take place at Hangnyeoul station SETEC from the 7th to the 9th for three days. More than 200 booths are participating across three exhibition halls, and over 10,000 people, including general visitors and industry professionals, applied to attend.
◇ This year, 236 companies submitted 1,008 brands... 431 grand awards presented
This year, 236 companies presented a total of 1,008 brands, making it the largest domestic evaluation for general liquor. Among these, 431 brands received the grand award. Of the grand winners, the top 25 brands that achieved the highest scores in their respective categories were selected for the highest award, "Best of Best 2025."
The awards ceremony held on the morning of the 7th was attended by Kim Young-soo, CEO of ChosunBiz; Song Eon-seok, Chairperson of the Strategy and Finance Committee; Seo Hyo-won, Vice Administrator of the Rural Development Administration; Kim Jeong-joo, Director of the Ministry of Economy and Finance Environmental and Energy Tax Division; and Nam Woo-seok, Director of KOTRA Export Support Division.
Kim Young-soo, CEO of ChosunBiz, stated in the opening remarks, "The Korea Wine & Spirits Awards, now in its 12th year, is contributing to the development and globalization of the domestic liquor industry. We will continue to do our best to discover and promote excellent domestic liquor."
Song Eon-seok, Chairperson of the Strategy and Finance Committee, noted in the congratulatory speech, "The Korean liquor industry, which has developed in harmony between tradition and innovation, is now recognized for its competitiveness in the global market. The National Assembly will not spare any necessary policy support to ensure that the Korean liquor industry can enhance its competitiveness in the global market."
◇ Long lines at booths... both celebrities and office workers are "bustling"
The expo was crowded with visitors eager to taste various liquors. In front of the Beompyo Brewery booth, more than 30 visitors lined up to wait for their turn to sample. Singer An Seong-hoon, winner of the popular competition program "Mr. Trot 2," poured Beompyo Makgeolli for attendees as he toured the expo. Beompyo Brewery sold all 80 bottles of Makgeolli prepared for sale in just three hours after the event started.
The expo was also attended by famous celebrities and influencers, including singer Lee Gi-chan, comedian Yeon Ye-rim, and racing model Yoo Da-yeon. They explored the booths and sampled various liquors.
At the Nerd Brewery booth, famous for its "Basil Makgeolli," visitors formed a line waiting to sample.
Lee Seong-ho, CEO of Nerd Brewery, said, "I thought it was a great opportunity to promote our brand with many celebrities and influencers attending this expo, and we are planning to launch a new soju brand in the second half of the year and consider global expansion, including in the United States."
◇ "The future contained in a glass of liquor"... experts predict this year's liquor trends
After the awards ceremony, talks by liquor-related experts followed.
Lee Seong-ho, Chairperson of Korea Food & Beverage Partners, emphasized the need for a two-track strategy like Japan's Suntory, which simultaneously acquired renowned whiskey distilleries and wineries to premiumize own brands. He stated, "Korean liquor needs a strategy that creates a synergistic effect with the K-Lifestyle industry that combines K-pop, K-beauty, and K-food."
Lee Ji-min, CEO of Daedongyeojudo, suggested, "Although the traditional liquor market has recently stagnated due to the economic downturn, it can find a way out with good liquor and sophisticated packaging." He explained a strategy for premiumizing traditional liquor by showcasing a 1,050,000 won package of Omija distilled liquor "Goundal," which utilizes works by artist Jang Wook-jin, and a crowdfunding case in collaboration with the popular webtoon "Return of the Blossoming Blade."
Professor Moon Jeong-hoon from Seoul National University's Department of Agricultural Economics and Rural Sociology examined changes in liquor consumption trends through consumer data. He said, "Among consumers purchasing liquor at convenience stores, males accounted for an overwhelming 84%; while it is assumed that women buy wine more often, the actual percentage of wine purchased by women at convenience stores was only 30%." He pointed out that highballs have seen explosive growth in the domestic market since May 2023, highlighting that they are primarily consumed by men in their 30s and 40s.
Kim Seon-myeong, Vice Chairperson of the Korean Association of Certified Public Tax Accountants, emphasized the need for a liquor tax revision. He stated, "Currently, in our country, a specific tax is applied to most liquors except for beer and Korean rice wine, which includes the cost of bottles, packaging, distribution, and even research and development in the taxable base, undermining the competitiveness of the liquor industry. I advocate for a switch to a volumetric tax."
This event is being held at Hangnyeoul station SETEC until the 9th. More than 200 booths participated across three exhibition halls. Over 10,000 people, including general visitors and industry professionals, applied to attend.