To read the article in Korean, click here/ 한국어로 해당 블로그를 보시려면 여기를 클릭하십시오
CGA’s latest Consumer Pulse report reveals a sharp increase in drink-led visits to the On Premise in July (+6pp vs. June). Consumers have been frequenting these venues more over the past month (+5pp weekly visitors overall), returning to their usual habits after a period of reduction (+4pp). This surge has benefited most major drink categories, with beer leading at 60% consumer preference, followed by Standard Soju, Soft Drinks, and Highball Drinks.
CGA’s REACH study highlights an increase in visits to various On Premise venues such as nightclubs, soju bars, fusion bars (e.g., Japanese Isakaya, Chinese Lam Skewers), malt/cocktail bars, and lounge bars compared to last year. Additionally, experience-led venues like festivals, bowling alleys, golf clubs, and sports/gaming/activity-themed bars (e.g., video games, interactive darts, ping pong) are gaining traction among On Premise visitors.
However, as consumers balance their desire for frequent outings with the need to manage affordability, there is a notable shift towards more budget-friendly occasions. CGA’s On Premise User Survey (OPUS) highlights a growing preference for casual activities, with increases in visits for casual meals (+4pp vs. 2023), after-work drinks (+9pp), and relaxed, quiet drinks (+1pp). In contrast, occasions such as business meetings (-1pp) and formal meals (-3pp) are experiencing a decline.
The On Premise offers more than just a place to eat and drink; it fosters connections and relationships that Korean consumers are unwilling to forfeit despite cost-of-living pressures. CGA’s On Premise User Survey (OPUS) reveals that while 67% of consumers confirm that eating and drinking out is their main way of socializing with friends and family, 51% look forward to it as a special treat.
With On Premise visits largely driven by younger consumers (18-34 age-group), it is extremely important for beverage manufacturers and suppliers to understand latest drink trends, consumer priorities and motivations, changing visit patterns, cost pressures, and shifts in category consumption and brand values.
So how can beverage brands effectively engage consumers to elevate their On Premise experience and make the best out of the On Premise channels to thrive in this competitive landscape?
Join industry expert Jaepil Sohn, CGA by NIQ’s Client Solutions Director, for an exclusive webinar on 29th August, to explore consumer engagement with global and South Korean On Premise venues.
Discover attitudes towards alcohol, moderation, and how the South Korean market compares to global trends. Get an in-depth analysis of consumer preferences, drink trends, consumption occasions, frequency of consumption, category trends, purchase-drivers and much more—all focused on increasing trial, loyalty and sales.
Seize the opportunity to transform your brand’s On Premise strategy—watch the full webinar here!
