With Chuseok falling on the 6th next month, domestic and overseas liquor companies have simultaneously launched a "gift set war." Aiming to capitalize on the extra-long golden holiday of up to 10 days, they have begun preorders and sales to capture demand for holiday gifts. The industry is mobilizing everything from value-for-money packages to premium lineups and novelty sets to target the market.
According to related industry sources on the 11th, domestic liquor companies are expanding consumer choices by pushing premium distilled soju and traditional liquors. HiteJinro unveiled three "Ilpoom Jinro" gift sets. In addition to the existing "Ilpoom Jinro" and "Ilpoom Jinro Oak 43," it introduced the "Ilpoom Jinro Oak 25" set for the first time this year. Each set includes two dedicated on-the-rocks glasses to enhance practicality.
Baesangmyun Brewery is offering discounts of up to 28% on various traditional liquor sets such as bokbunja wine, hongsi fruit wine, and Neurin Maeul soju and yakju at its online mall, Homesool.com. These include a three-bottle set of Bokbunjaeum made with bokbunja from Gochang, a hongsi fruit wine set made with daebong persimmons, and a Neurin Maeul Soju 21 distillation-period set known for its excellent rice flavor. Special gifts are offered by purchase amount. Customers who spend 200,000 won or more receive a two-cup Janggun glass set; 300,000 won or more, a Neurin Maeul insulated tote; and 1 million won or more, a 50,000 won coupon usable at Homesool.com.
The agricultural corporation Guksundang Yeoju Myeongju will hold promotions for its sweet potato distilled soju "Ryeo" mainly at large supermarkets on weekends with heavy foot traffic until Chuseok. It aims to expand consumer touchpoints by participating in the Seoul International Alcohol & Wine Festival Magok, to be held from the 25th to 27th. Holiday events are also planned for customers of the Guksundang Yeoju Myeongju official website and Naver Smart Store.
Import liquor companies have also joined the competition with premium products. Ms. Beverage, an affiliate of Maeil Dairies, released a set of the sake "Masumi (真澄)" from the Suwa region of Nagano, Japan. It consists of one bottle of "Masumi Kuro," a dedicated glass tokkuri, and two reishu glasses. Creative director Jeong Hyeong-seok, CEO of AreTelos and a graduate of Parsons School of Design in New York, took part in the package design. The design was inspired by the pristine nature of Nagano, home to the brewery, using blue and white to evoke clean air, water, snow, and rice.
Campari Korea has launched a Chuseok limited set composed of premium whiskies such as Wild Turkey, Russell's Reserve, and The Glen Grant. On-the-rocks glasses, highball glasses, and tasting glasses are included so customers can enjoy a professional tasting experience at home. In particular, Russell's Reserve 10 Year is highlighted for its rarity as a small-batch bourbon carefully selected by a father-and-son master distiller team.
Scotch whisky brand Windsor has also released three "Chuseok Special Edition" products (12-year, 17-year, and 21-year). Each product comes with dedicated glasses.
Comprehensive liquor company Ayoung FBC released a "Yutnori holiday gift set." It emphasizes pairing with holiday foods, including the Escudo Rojo Gold Collection by Baron Philippe de Rothschild. The package includes a yutnori set so families can use it at gatherings. It is sold exclusively at GS Retail.
Distribution channels are also rolling out liquor gift sets one after another. Lotte Mart is taking preorders through the 26th, offering both value sets under 50,000 won and the French Burgundy wine "Domaine d'Auvenay Auxey-Duresses La Macabrée 2018" (16.5 million won). Lotte Department Store has unveiled the ultra-high-end whisky "The Glenlivet 55 Years: Eternal Collection" (1.31 billion won).
CU has prepared more than 160 items, including wine, sake, and whisky. It is also introducing gift packages such as the "Johnnie Walker Black on-the-rocks glass set" and the "Igangju golden kettle set." It will also offer the whisky "The Glen Grant 65 Years," priced at up to 75 million won.
An industry official said, "Liquor consumption has slowed due to the economic downturn, but Chuseok is still a time when gift demand concentrates," adding, "We will lead holiday consumption sentiment by highlighting brand personality and differentiated packaging."