After COVID-19, the home drinking culture of drinking at home has become established and the domestic whiskey market continues to grow. According to the Korea Customs Service, domestic whiskey imports last year amounted to 30,586 tons, an increase of 13.1% from the previous year. This is the highest ever since related statistics were compiled in 2000. On the other hand, imports amounted to $259.57 million, a 2.7% decrease compared to 2022 ($266.3 million). The analysis is that this is largely due to the influence of ‘highball’, which is drinking cheap whiskey by diluting it with carbonated water or tonic water, especially among the MZ generation.
