Total volume sales of RTDs are expected to see a dynamic rise in South Korea in 2025, and indeed throughout the forecast period, although the rates of increase are expected to slow as the category starts to mature. This sustained growth is set to be driven by the fast-changing drinking culture, with a move towards convenient pre-mixed alcoholic drinks, the expansion of RTD product lines, and the premiumisation of RTDs.
In 2025, transparent can highballs are expected to gain significant traction in South Korea, evolving from the previous trend of fresh fruit highballs. While taste and convenience have always been key factors in the consumption of RTDs, the visual aspect of alcoholic drinks is becoming increasingly important, especially in a social media-driven market.
One of the unique aspects of highballs in the South Korean market is that they are not always whisky-based. Unlike in Japan, where Chu-hai (shochu highballs) and Sawa (sour-based RTDs) are clearly categorised, RTDs in the South Korean market has a more flexible definition of highballs, often encompassing soju-based, fruit-flavoured, and other spirit-based beverages.
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RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsThis report originates from Passport, our RTDs research and analysis database.
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