"The Days of Offering Drinks During the Holidays Are Over"—Alcohol-Free Beverages Gain Popularity Amid a Moderation Trend

[Financial News] The holiday scene of people naturally offering one another drinks is changing. Growing interest in moderation and health management, along with a wider range of alcohol-free products, is creating an atmosphere in which people choose beverages according to their circumstances and preferences.
According to the 2025 Liquor Industry Information Survey released on the 16th by the Ministry of Agriculture, Food and Rural Affairs (MAFRA) and the Korea Agro-Fisheries & Food Trade Corporation (aT), consumers who drink at least once a month drank an average of 8.8 days per month in 2025, down from 9.0 days in 2023. Their average daily consumption on drinking days also fell from 6.7 glasses to 6.6 glasses over the same period.
This moderation trend is also clearly reflected in consumption of alcohol-free products.
Lotte Mart's analysis of non-alcoholic product sales in the first half of this year showed a 25.4% increase from the same period a year earlier. Their share of total liquor sales expanded from 6% in 2021 to 13% in the first half of this year.
These beverages are becoming everyday drinks enjoyed according to personal taste and needs, rather than merely substitutes for occasions when people cannot drink alcohol. In particular, beer-flavored alcohol-free beverages are broadening their appeal among consumers who want to enjoy the distinctive taste and refreshing quality of beer without alcohol.
Amid this shift, alcohol-free beer-flavored beverages are becoming a practical option during holidays such as Chuseok, when family gatherings coincide with travel plans. People who avoid alcohol because they have to drive to or from their hometowns or visit ancestral graves, or because they want to manage their health and condition, can still enjoy beer's distinctive flavor and refreshing quality without alcohol.
HiteJinro Beverage is expanding the occasions for drinking Terra Zero 0.000 in line with changing drinking culture. Its latest advertising campaign features Terra Zero 0.000 in moments when beer might seem out of place, such as Monday mornings, temple stays and reserve forces training, and asks, "Why not?" The campaign conveys intuitively that consumers can enjoy an alcohol-free beer-flavored beverage without being bound by the traditional times and places associated with beer.
This also reflects changes in Chuseok gatherings, where individual drinking choices are respected. Even at family events, people can choose beverages suited to their circumstances and preferences while enjoying the holiday atmosphere. Terra Zero 0.000 is an alcohol-free beer-flavored beverage with 0.000% alcohol. Made with Australian malt concentrate, it delivers a beer-like flavor and strong carbonation, offering a refreshing drink to consumers who do not drink alcohol.
A HiteJinro Beverage representative said, "Terra Zero 0.000 will be a good option for consumers who want to enjoy beer's distinctive flavor and refreshing quality while avoiding alcohol for reasons such as driving or managing their condition."

[email protected] Kim Seo-yeon Reporter