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The event brought together top industry leaders and insights experts to explore strategic opportunities within the Korean beverage market. The event opened with a welcome address by James Phillips, NIQ’s Head of BevAl APAC.
Changes and new opportunities in the domestic alcohol and beverage market
Doo Young Lee, Managing Director of NIQ Strategic Analytics & Insights discussed the current trends in the beverage market in his session. “Global inflation and supply chain instability are still causing 75% of all consumer goods categories to record negative growth,” Lee said, adding that new opportunities are being created, including 47% growth in the zero sugar, non-carbonated beverage (sports drinks, ready-to-drink (RTD) tea, etc.) niche.
In particular, Lee highlighted the ‘Better For You’ trend, where health-conscious products and eco-friendly packaging are emerging as key success factors for alcohol and beverage brands. This, he said, allows manufacturers to reach new audiences and expand the time, place, and occasion (TPO) of consumption.
Korea’s first On Premise liquor market measurement solution unveiled
Jaepil Sohn, Client Solutions Director, introduced CGA by NIQ’s latest breakthrough solution, On Premise Measurement (OPM). OPM is the first fully projected, extensively validated measure of beverage alcohol performance in Korea’s On Premise sector. For the first time, brands, manufacturers, and category leaders have access to a fully integrated solution that provides critical insights into where to invest, which channels to prioritize, and how to drive sustainable growth.
With alcohol sales volumes and revenues on the decline globally, 78% of domestic spirits sales are generated through the on-premise channel,’ said Jaepil Sohn, Client Solutions Director, CGA by NIQ. ’On Premise is more than just a social venue, it is a key touchpoint for brands and consumers to build meaningful relationships and drive long-term loyalty.
The latest consumer research from CGA by NIQ revealed that 65% of consumers visit On Premise at least once a week, with average monthly spend up 16% from 2023, suggesting that alcohol brands need to focus their strategies on the key triggers that drive consumption.
The event also featured in-depth discussions on whisky market trends, emerging non-alcoholic and low-alcohol options in the Korean and Australian markets, and opportunities in the RTD category.
Plans to expand the On Premise Measurement solutions
CGA by NIQ plans to expand its on-premise market measurement coverage to include the beer market (March 2025) and the soft drinks market (2026).
Building on the success of our comprehensive market measurement solutions for our clients in the alcoholic beverage industry, we will be rolling out OPM Beer and OPM Soft Drinks,” said Jaepil Sohn. “The combination of CGA’s extensive solutions and NIQ’s expertise will help brands make data-driven decisions and solve their challenges.”
Discover the power of precision with CGA’s full market measurement solutions. From pinpointing your market share and growth regions to benchmarking brand performance and uncovering untapped distribution opportunities, OPM provides the data you need to dominate your category. Compare performance year-over-year, analyse regional dynamics, and pinpoint where to focus for maximum impact.
Take the guesswork out of your On Premise strategy—download more information or contact the experts today to see how OPM can redefine your success in South Korea’s beverage market, click here.
