Highballs Everywhere

 

Now, it seems that almost everybody talks about whisky and whisky. And it is no surprise that many companies in the distribution and hospitality industries are trying to adjust their position to meet this trend. Recently, I witnessed many newly released highball products in the freezer of convenience stores and competition seemed to be escalating. With high popularity of whiskey following handmade beer and wine, "Mixoloy," which is a mixture of alcohol and drinks, has become a mainstream trend. There is rumor that some companies even go further to release some salted and aged sashimi meal kit, which may be perfect match to whiskies and highballs

According to the industry media outlets, major convenience store companies are increasing various product lines and strengthening marketing to grow highball as a strategic product. Notably, the RTD (Ready To Drink) highball-type products that do not require lemon or carbonated water and can be drunk immediately after purchase are gaining popularity. This is to make it easy for young customers who prefer low-cost stocks to purchase and enjoy them.

The strategy has been shifted to diversification of liquor types and focusing on the "single sale" product that each convenience store presents. In the past, convenience stores focused on low-end sales methods such as "10,000 won for four cans of imported beer," but recently, they focus on unique products that can only be obtained at each convenience store run by different company. This is because when a particular product becomes popular, consumers become more loyal to convenience stores to purchase the product.

CU, a convenience store, recently recorded 2 million cumulative sales after introducing two RTD highballs (Appear Lemon Tonic, Earl Grey, see the photo I took) in November last year. I recently tried both of their products and they tasted OK, to say the least. In March, CU RTD Highball saw its sales rise significantly in about three months after its launch, as customer interest in RTD highball products continued. According to CU, the age group of customers who purchased highballs represent relatively younger people and found more than 70% of the purchases made by the 2030 generation. 

7-Eleven is also continuing to release its RTD Can Highball series this year. In February, it launched two types of highballs in collaboration with a Jeju's black pork restaurant, and also has been selling two types of highballs with Baemin since April.

As a differentiated product, 7-Eleven has a plan to release two types of "Malt Whiskey Highball" containing whiskey undiluted solution from the next week. The product use 20% Scottish Scotch Whiskey undiluted solution, targeting creation of a new trend in the RTD markets.

E-Mart 24 began selling two types of "Cabru Ready Classic and Pink Highball" too. Both products have a 7% alcohol content. Regarding the new product, E-Mart 24 explained, "We did not use diluted alcohol by adding water to the purchased ethanol, but added original ingredients we brewed ourselves.”

As a customer and foodie, I certainly enjoy highball boom and flowering of related businesses, but it remains to see how long this trend will last. Actually, I can’t wait to find out what new RTDs are in their stores today.