Popular Beyond Global, Also in Korea
Whiskey Flavor and Carbonation Refreshment
Small-sized Products Released One After Another
[Asia Economy Reporter Choi Saeng-hye] As the alcoholic beverage market sharply contracted following the spread of the novel coronavirus infection (COVID-19), the whiskey industry has introduced new products targeting home drinking and solo drinkers to overcome the crisis.
According to industry sources on the 9th, Golden Blue recently launched 'Golden Blue Double Shot Highball,' marking its full-scale entry into the highball market. A highball is a type of cocktail made by mixing whiskey or brandy with carbonated water or other beverages. Globally, the trend of combining alcohol with carbonated water, known as 'hard seltzer,' is expanding, and the highball culture is gaining popularity in South Korea as well.
A Golden Blue representative said, "For the past two years, we have been researching various recipes to introduce a Korean-style highball that suits Korean consumers' tastes. Most highballs sold domestically mix tonic water, resulting in a strong sweetness, but we have found a new flavor that allows you to enjoy the original taste of whiskey." Golden Blue's highball is made with 100% unfiltered Scottish whiskey. It is initially extracted at 9 degrees with carbonated water, allowing consumers to enjoy the original flavor of whiskey along with a refreshing sensation.
Diageo Korea has been actively expanding Johnny Walker's presence in large domestic pubs and bar franchises since last year to target the highball market. Johnny Walker Red has been introduced at the franchise 'Jigeum Bogosipda,' a gallery-concept emotional bar gaining popularity, where the 'Johnny Walker Highball' menu is offered. In addition, 'Johnny Walker Highball' is sold at franchise establishments such as 'Tudari,' which has over 1,500 stores nationwide, as well as small beer chains like 'Cheongdam-dong Maljasalong,' 'Gyeongseong Jumak,' 'Cheers,' and 'New York Night Market.' Bell's, known as the UK's national whiskey, has also entered the domestic original small beer franchise 'Bonggu Beer,' receiving positive responses from consumers with the 'Bonggu Highball.'
In April, small-sized products suitable for enjoying as highballs, Johnny Walker Red Label 200ml and Johnny Walker Black Label 200ml, were renewed and released. Simple recipes such as Johnny Lemon and Johnny Ginger were also unveiled to make cocktails easily.
Pernod Ricard Korea is pushing a sales strategy that segments the market and targets products according to their characteristics following the launch of 200ml small-sized products. For women in their 20s, they recommend easily mixable products like Malibu and Kahlua. Aggressive sales efforts continue not only in bars but also in large supermarkets, department stores, as well as supermarkets and convenience stores, which previously held a smaller share. William Grant & Sons' single malt whiskey Glenfiddich's highball package is also popular. The package consists of a Glenfiddich 200ml bottle, significantly reduced from the original 700ml, and a dedicated highball glass.
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