Lunchtime, in front of the convenience store refrigerator. The standards for choosing drinks have changed. Instead of sugar, we first check for ‘zero’, and we consider ‘what kind of experience it will give’ rather than taste. The choice of a bottle goes beyond simply quenching thirst and is changing the way we consume.
Recently, the beverage and alcoholic beverage market is moving beyond product competition to ‘experience-based consumption’.
According to the Ministry of Food and Drug Safety and the industry on the 18th, the domestic zero beverage market is growing to around 1 trillion won, and the category is expanding from carbonated beverages to tea and sparkling beverages.
According to the Household Trends Survey of the National Data Agency, while the scale of spending on alcoholic beverages remains largely unchanged, the industry is expanding marketing that strengthens experiential elements such as combining events, goods, and space.
The interpretation is that there is an increasing number of strategies that go beyond simply drinking and design the consumption process itself. In this trend, Lotte Chilsung Beverage introduced ‘Lipton Zero Peach Sparkling’. It is a zero sugar product that combines carbonation with a black tea base with added peach juice. It is in can form and has a capacity of 355ml.
While existing zero drinks were carbonated, there is a clear trend of recent expansion into tea and fruit-based beverages. The analysis is that the consumption standard is shifting from ‘drinking less’ to ‘choosing to drink together but reduce the burden’.
OB Beer is launching World Cup marketing with Cass at the forefront. It is a structure in which consumers directly participate through intuitive ticket events beyond simple advertising.
Customers who purchased Cass Fresh were given the opportunity to watch national team games through a lottery, and various rewards such as uniforms and cheering goods were prepared. You can participate until May 9th at restaurants and online, and until the 30th at convenience stores and marts.
It is a strategy that reflects the trend of alcohol consumption expanding beyond the ‘act of drinking’ to an experience combined with sports and events.
Hite Jinro is collaborating with Starbucks to carry out marketing with ‘Gwanghwamun Mixato’ at the forefront. This is a cocktail using distilled soju ‘Ilpoom Jinro’ and can only be experienced at certain stores. The alcohol content is 8.2 degrees.
Exclusive highball glasses and ‘Gwanghwamun mother-of-pearl coaster’ goods were introduced together, combining product, space, and commemorative elements at the same time. The goods giveaway event will run until May 17th.
An industry official said, “In the end, the trend is clear. We are lowering the burden to zero and expanding consumption through experience,” adding, “Now, how you experience it, rather than what you drink, is becoming the criterion for choice.”
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