A trend to spend the early morning hours in new ways is spreading. Replacing the late-night drinking culture, "morning raves" — opening the day with light gatherings and drinks before sunrise or just before work — are taking hold among the MZ generation (born from the late 1980s to the early 2000s). In step, the alcohol and beverage industry is moving to capture new demand by promoting nonalcohol products that keep the mood while reducing the burden of alcohol, and by putting on morning-time events.
According to related industries on the 2nd, the alcohol and beverage sector is moving to tap the morning time, which has emerged as a new market. Czech beer brand Kozel recently released its nonalcohol product "Kozel 0.0%" as a flagship designed with morning raves in mind. Kozel 0.0% uses 100% barley malt to retain Kozel's distinctive flavor while the "dealcoholization method" lowers alcohol content to under 0.04%. A Kozel official said, "By reducing the burden of alcohol, we made it easy to drink without hesitation right after a morning workout, at light meals like brunch, or during short breaks," adding, "We plan to expand our foothold in the morning market, moving away from the existing market centered on 'a drink after work.'"
Global beer brand Budweiser has turned the morning hours into a new consumption experience. From 7 a.m. to 11 a.m. on Oct. 26, Budweiser hosted an early-morning party, "Early Bud," spotlighting its nonalcohol product "Budweiser Zero," on a rooftop near Itaewon Station in Seoul. The party featured a DJ set, a simple workout program, and experience booths. Instead of a late-night, alcohol-centered party, it combined a nonalcohol product with light programs suited to morning hours so people could enjoy a party even in the short time before work — a key differentiator. Budweiser also plans to expand brand experiences suitable for the morning time.
This movement is not limited to the alcohol industry. Donuts brand Dunkin of SPC Group recently introduced the nonalcohol winter drink "Winter Vin Chaud Low Sugar." Tea brand T'Zian is also targeting morning and daytime demand with a nonalcohol highball-concept product. Both products are nonalcohol, allowing people to drink without hesitation before work or in the morning, before driving, or when a light break is needed.
In the industry, with the slump in Korea's alcohol market dragging on, the morning time is seen as a new breakthrough. According to the National Tax Service, domestic shipments of alcoholic beverages fell from 3.21 million kiloliters in 2020 to 3.15 million kiloliters last year.
By contrast, the nonalcohol beer market is growing. According to market research corporations Euromonitor, Korea's nonalcohol beer market expanded 55.2% in two years, from 41.5 billion won in 2021 to 64.4 billion won in 2023. The market size is projected to grow to 94.6 billion won in 2027.
An alcohol industry official said, "Among younger consumers, the trend is shifting from valuing 'how late you drank' to 'how you started your day,'" adding, "Because market leadership and brand loyalty may vary depending on who captures the day's 'first drink,' the key will be to read changes in morning routines, including morning raves."
Lee Eun-hee, a professor of consumer studies at Inha University, said, "Consumption in the morning hours aligns with the desire to wake the body and take care of health, but it is difficult to generate sustained synergy from one-off events," adding, "Brands that collaborate with sports centers or language learning programs to build structures that can permeate morning lifestyle patterns will ultimately secure long-term sales."