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Traditional Korean spirits rewrite the rules in a polarised alcohol market

As Korean consumers are gravitating towards either premium craft products or affordable everyday options, traditional spirits hold unique positioning advantages in this divided landscape, leaving mid-market alcohols struggling to compete

Winnie Seow
Insight | 5 minutes | 9 Jan, 2026
  • Identifying & understanding target market
  • Alcoholic drinks
  • Republic of Korea
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