Pernod Ricard Korea’s leading whiskey brand Imperial on Tuesday launched new low-alcohol spirit drink Smooth 12.
As part of the promotion, the company has also opened pop-up store The Smooth Hotel & Malt Bar at Banyan Tree Seoul.
|Interior of Moon Bar at The Smooth Hotel & Malt Bar (Pernod Ricard Korea)|
Under a theme of “The Smooth Men,” the pop-up store will host events such as a tasting and cocktail class in Moon Bar, Smooth Signature Dining and special hotel room promotions until Nov. 30.
Kim Gyeong-yeon, director of brand marketing of Pernod Ricard Korea, said the company has gained high competitiveness and market share in the low-alcohol by volume spirit drink market.
“The low-ABV spirit drink market is gaining huge popularity among young consumers. We achieved over 11 percent of market share in the low-alcohol market in 11 months,” said Kim.
|Director of brand marketing of Pernod Ricard Korea Kim Gyeong-yeon introduce its new low-alcohol spirit drink at Banyan Tree Seoul (Pernod Ricard Korea)|
With declining whiskey sales in Korea, foreign whiskey companies in Korea have been striving to regain popularity with various marketing and promotion events.
Whiskey sales here took a downturn after reaching a peak in 2008. Sales decreased by 44.5 percent over the past nine years. However, overall sales have recently rebounded with the trend of low-ABV spirit drinks for “honsul” culture, referring to drinking alone at home.
By Lee So-jeong (firstname.lastname@example.org)