Delighted by the First Victory in the World Cup, “Have a Drink!”

On the day of Korea`s first winning match at the World Cup, beer was sold out.

According to the distributors, the beer sales of the 4th increased by more than 40%. The distributors agreed on that such a sudden increase in the beer consumption is unparalleled in the history.

Shinsegae E-Mart sold 34.5% more liquor compared to the day before, the 3rd and its sale reached 450 million won. With this increase, sales of pork increased by 30.2%.

Lotte Magnet sold 40% more than usual.

Guhyuk Nam, the E-Mart`s person in charge of the liquor sales said, "We couldn`t have sold more even if we were having special events on the beer sales. The sales were as good as our highest-demand season in midsummer."

Sales of liquor and eatables increased in convenient stores as well.

LG 25, which has around 900 stores in the nation, sold 20% more beer and 15% more appetizers. Especially, at the 20 stores near the cheering sites in Seoul have sold 10 to 30 folds more than usual.

Jjoki-jjoki, the draught-beer selling franchise which has 350 stores, sold 30~40% more than usual, after the game on the 4th.

Since the beginning of the World Cup, the consumption pattern has changed. More people are having dinner with their family, watching the games, so the sales of the large markets have increase, especially after 10 o`clock in the evening.

Jaesoon Chung of the Lotte Magnet`s sales strategy department points out that, "The sales of processed food which requires little cooking has increased since the beginning of the World Cup. And the sales after 10 o`clock in the evening has rapidly increased so the opening hour has been extended at some stores."

Heon-Jin Lee mungchii@donga.com