Makgeolli Market Size, Share & Trends Analysis Report By Flavor (Flavored, Unflavored), By Distribution Channel (Off-trade, On-trade), By Region (North America, Europe), And Segment Forecasts, 2024 - 2030

Makgeolli Market Size & Trends

The global makgeolli market size was estimated at USD 521.2 million in 2023 and is expected to grow at a CAGR of 7.5% from 2024 to 2030. Makgeolli, a traditional Korean rice wine, has experienced a renaissance in recent years, captivating domestic and international markets with its unique flavor and cultural significance. Traditionally consumed by Korean farmers, this milky, slightly sweet alcoholic beverage has evolved from its humble origins into a trendy, artisanal product.

The increasing global interest in Korean cuisine and culture, often dubbed the "Korean Wave" or "Hallyu," has played a pivotal role in elevating makgeolli from a local staple to an international curiosity. Its rich history and a modern twist on production techniques and packaging appeal to a diverse audience seeking authentic yet novel drinking experiences.

The rising demand for premium and artisanal beverages is a significant market trend. Consumers are increasingly seeking high-quality, craft-made alcoholic drinks, and makgeolli producers are responding by emphasizing traditional brewing methods while experimenting with flavors and ingredients.

In addition, there is a growing trend toward healthier alcoholic options. Makgeolli, known for its relatively low alcohol content and potential probiotic benefits due to its fermentation process, is seen as a healthier alternative to other alcoholic beverages. This health-conscious trend aligns well with the current consumer preference for natural and organic products, further boosting makgeolli's appeal.

The market also faces several challenges, including fluctuating raw material prices, competition from other alcoholic beverages, and the need to balance traditional appeal with modern innovation. However, there are also significant opportunities for growth, particularly in health-conscious segments and international markets. The increasing popularity of Korean culture globally and the growing trend toward healthier alcoholic beverages provide fertile ground for market expansion.

The international success of Korean pop culture, such as K-pop and Korean dramas, has significantly boosted interest in Korean culinary traditions, including makgeolli. Another crucial driver is innovation within the industry. Producers continuously experiment with new flavors, such as adding fruits and herbs to cater to diverse tastes.

Moreover, marketing efforts focusing on makgeolli's cultural heritage and health benefits are attracting a broad range of consumers, from traditionalists to health-conscious individuals. Lastly, the expansion of distribution channels, both online and offline, has made makgeolli more accessible to a global audience, further propelling its market growth.

Flavor Insights

The flavored market accounted for a revenue share of 96.38% in 2023. As consumers increasingly seek unique and varied beverage options, flavored makgeolli offers an appealing alternative to traditional alcoholic drinks. Introducing a wide array of flavors, ranging from fruity infusions like peach, strawberry, and apple to more exotic blends incorporating herbs and spices, has significantly broadened the drink's appeal. This innovation caters to younger consumers looking for trendy, novel beverages and older generations who appreciate the enhanced taste while maintaining the traditional essence of makgeolli. Furthermore, flavored makgeolli's versatility makes it suitable for various occasions, from casual social gatherings to sophisticated dining experiences, further driving its popularity and market share.

The unflavored market is expected to grow at a CAGR of 9.7% from 2024 to 2030. A resurgence of consumer interest in traditional and authentic beverages drives this growth. As more individuals become health-conscious and seek natural products, unflavored makgeolli's reputation for being a minimally processed, fermented drink with potential probiotic benefits becomes increasingly appealing. Moreover, there is a rising appreciation for cultural heritage and authenticity in food and drink choices. With its rich history and traditional brewing methods, Unflavored makgeolli aligns perfectly with this trend. This segment also benefits from the expanding global reach of Korean cuisine and culture, where unflavored makgeolli is often highlighted as an essential and authentic Korean experience.

Distribution Channel Insights

Sales of makgeolli through off-trade distribution accounted for a revenue share of 62.28% in 2023. Off-trade distribution channels include supermarkets, hypermarkets, speciality stores, and online platforms where consumers can purchase makgeolli for home consumption. This dominance in off-trade sales can be attributed to several factors. The convenience and accessibility offered by these channels cater to busy lifestyles, allowing consumers to incorporate makgeolli into their drinking occasions easily. In addition, the ability to compare products and prices across various brands and packaging sizes enhances consumer choice and decision-making. In addition, the rise of e-commerce platforms has expanded the reach of makgeolli to a broader audience, enabling consumers to explore and purchase a wide range of products conveniently from their homes. As consumer preferences evolve towards convenience and online shopping, off-trade distribution is expected to remain a key driver of market growth, influencing product availability and consumer purchasing behaviors.

Sales of makgeolli through on-trade distribution channels is expected to grow at a CAGR of 8.1% from 2024 to 2030.  This growth is primarily driven by the increasing popularity of Korean cuisine and culture globally, which has led to a higher demand for authentic Korean beverages in dining and social settings. As more Korean restaurants and themed bars open worldwide, they are introducing makgeolli to new audiences who are eager to experience traditional Korean dining practices. In addition, the social nature of consuming makgeolli, which is often enjoyed in communal settings, aligns well with the trends in social dining and experiential drinking. The interactive and cultural storytelling aspects of makgeolli consumption enhance its appeal in on-trade settings, making it a favored choice for customers seeking unique and memorable experiences. Furthermore, the efforts by producers and distributors to partner with high-profile restaurants and bars to promote makgeolli, coupled with events and tasting sessions, are significantly contributing to its growth through these channels.

Regional Insights

The makgeolli market in North America captured a revenue share of over 23.50% in 2023, reflecting the region's growing appreciation for international and artisanal beverages. This significant market share can be attributed to the increasing popularity of Korean culture, often referred to as the "Korean Wave," which has swept across North America, influencing various aspects of lifestyle, including food and drink preferences. The rising number of Korean restaurants and bars in major cities has introduced many North American consumers to makgeolli, sparking interest and demand. In addition, the health-conscious trend among consumers has played a vital role, as makgeolli is often perceived as a healthier alcoholic option due to its natural ingredients and fermentation process, which can offer probiotic benefits. The innovative marketing strategies and collaborations with local distributors have also enhanced the accessibility and visibility of makgeolli in North America, contributing to its robust market presence.

U.S. Makgeolli Market Trends

The makgeolli market in the U.S. has emerged as a significant segment within the broader North American market, driven by several key factors. The increasing interest in Korean culture, including its culinary traditions, has been a major catalyst for the rising popularity of makgeolli in the United States. Korean restaurants, pop culture, and events have played a pivotal role in introducing and popularizing this traditional rice wine among American consumers. Moreover, the health and wellness trend in the U.S. has positively impacted the market. As consumers become more health-conscious, they seek out beverages that offer unique flavors and provide health benefits. Makgeolli, known for its relatively low alcohol content and potential probiotic benefits due to its fermentation process, fits well into this niche.

Europe Makgeolli Market Trends

The makgeolli market in Europe is witnessing notable growth, driven by the increasing interest in Asian cuisine and beverages. European consumers are becoming more adventurous in their food and drink choices, seeking unique and exotic flavors. This trend has created a fertile ground for makgeolli, a traditional Korean rice wine, to gain traction.

One of the key drivers of the market in Europe is the rising popularity of Korean culture, often referred to as the "Korean Wave" or "Hallyu." Korean pop culture, including K-pop, Korean dramas, and films, has significantly influenced European consumers' preferences, leading to greater curiosity and demand for Korean food and beverages. Makgeolli, as a quintessential part of Korean culinary tradition, has benefitted from this cultural influence.

Asia Pacific Makgeolli Market Trends

The makgeolli market in the Asia Pacific region is expected to witness a CAGR of 7.9% from 2024 to 2030, driven by several key factors unique to this region. As the birthplace of makgeolli, Asia Pacific holds a deep cultural and historical connection to this traditional Korean rice wine, which continues to be a popular beverage choice in countries such as South Korea, Japan, and China.

One of the primary drivers of this market growth is the increasing disposable income and changing lifestyle preferences across the region. As more consumers seek premium and diverse alcoholic beverages, makgeolli has gained traction not only as a traditional drink but also as a trendy and health-conscious option. The younger demographic, in particular, is showing a growing interest in makgeolli, appreciating its unique flavor profile and lower alcohol content compared to other spirits.

South Korea Makgeolli Market Trends

The South Korean makgeolli market is experiencing a dynamic transformation, driven by a blend of tradition and modernity. As the birthplace of this traditional rice wine, South Korea remains at the forefront of makgeolli innovation and consumption.

There is a growing trend toward reviving traditional makgeolli brewing methods while incorporating modern techniques and flavors. Artisanal breweries are gaining popularity, emphasizing handcrafted, small-batch production that highlights the authentic taste of makgeolli. These breweries often use organic ingredients and traditional fermentation processes, appealing to consumers who value authenticity and quality.

Key Makgeolli Company Insights

The market's competitive landscape is characterized by a mix of traditional breweries, modern craft producers, and large-scale manufacturers. This diversity creates a dynamic environment where innovation, quality, and cultural authenticity are key competitive factors. Traditional breweries play a significant role in the market, emphasizing heritage and authenticity. These producers often use age-old recipes and methods handed down through generations, appealing to consumers who value traditional craftsmanship.

Modern craft producers are increasingly prominent in the market, introducing innovative flavors and contemporary branding to attract younger consumers. These producers experiment with a variety of ingredients, such as fruits, herbs, and spices, to create unique flavor profiles. Large-scale manufacturers dominate the market through extensive distribution networks and broad product portfolios. These companies benefit from economies of scale, offering competitive pricing and ensuring widespread availability. Their strong marketing and promotional activities help maintain high brand visibility and consumer loyalty.

With the rising global interest in Korean culture, several makgeolli producers focus on international markets. These producers often adapt their marketing strategies to cater to international tastes and preferences by offering bilingual packaging and promoting makgeolli's cultural significance. Local, niche, and premium brands are carving out a distinct market segment by offering high-end products emphasizing exclusivity and superior quality.

Recent Developments

• In February 2024, South Korean singer Sung Si-kyung launched makgeolli under his new liquor brand Kyung. This Korean wine is a collaboration between startup brewery J1 and the singer.

• In May 2023, ​Jipyeong Brewery built a Korean rice beer factory with automated brewing facilities in Seoul. The factory is 9,900 square meters and would produce sterilized Makgeolli, targeting global markets including the U.S., Europe, and Southeast Asia.

Makgeolli Market Report Scope

Global Makgeolli Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global makgeolli market report based on flavor, distribution channel, and region:

• Flavor Outlook (Revenue, USD Million, 2018 - 2030)

  • Flavored

  • Unflavored

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Off-trade

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Online

    • Others

  • On-trade

• Regional Outlook (Revenue, USD Million, 2018 - 2030­)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • France

    • Germany

  • Asia Pacific

    • China

    • Japan

    • India

    • South Korea

    • Vietnam

    • Thailand

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa