Business · Companies · 5 hrs ago
Whisky sales overtake soju at South Korea’s E-Mart for first time
Whisky overtook soju in E-Mart sales for the first time in the first nine months of this year.
The South Korean retailer said whisky accounted for 16.3% of its alcohol sales, compared with 15.9% for soju.
Whisky sales rose 11.1% from a year earlier, while soju sales grew 2%.
The shift comes as more people drink at home, alone or in small groups, rather than sharing soju and beer in larger gatherings.
Whisky can be served in different ways, including in highballs, and its open bottle can be kept for later, making it suited to these habits.
Retailers are widening their whisky selections as demand changes, and E-Mart is offering discounts on about 80 kinds through Oct.
21.
Whisky made up 16.3% of E-Mart’s total alcohol sales from January to September, surpassing soju’s 15.9% for the first time.
Whisky sales rose 11.1% from the same period a year earlier, while soju sales grew 2.0%.
E-Mart said the result marked the first time sales of whisky alone had overtaken soju.
The article links the shift to more people drinking at home alone or in small groups and choosing drinks based on personal taste.
E-Mart is holding a whisky promotion through October 21, offering discounts on about 80 varieties.
- Who
- E-Mart, a South Korean supermarket chain, reported the sales shift.
- What
- Whisky’s share of E-Mart’s alcohol sales surpassed soju’s for the first time.
- When
- January to September 2026.
- Where
- E-Mart stores in South Korea.
- Why
- The article points to a shift toward drinking at home alone or in small groups and choosing drinks based on personal taste.
This story does not have two clearly opposing sides.
E-Mart’s whisky sales grew 21.8% from the previous year.
E-Mart’s whisky sales grew 16.1% from the previous year.
E-Mart’s whisky sales grew 2.9% from the previous year.
Whisky accounted for 16.3% of E-Mart’s alcohol sales, compared with 15.9% for soju.
E-Mart is holding a promotion with discounts of 10% to 50% on about 80 whisky varieties.
- Whisky share of E-Mart alcohol sales
- 16.3% in January–September 2026
- Soju share of E-Mart alcohol sales
- 15.9% in January–September 2026
- Whisky sales growth
- 11.1% year on year
- Soju sales growth
- 2.0% year on year
- E-Mart whisky promotion
- About 80 varieties, discounted 10%–50% through October 21
1 source
What people are saying
Rather than soju sales falling, the result is that whisky consumption has grown that quickly.
As with wine, whisky consumers first enjoy popular products, then start looking for new flavors and origins.