Premium Whiskey 'Phantom' Preferred by the MZ Generation

Shedding the Old Whiskey Image to Build a Young and Innovative Image

[Asia Economy Reporter Lim Hye-seon] The MZ generation is establishing itself as a key consumer group pioneering a new whiskey culture. They enjoy whiskey, once considered the exclusive domain of middle-aged and older adults, not only as shots or on the rocks but also mixed with carbonated water as highballs.

Rather than choosing strong alcohol, the MZ generation prefers delicious drinks even if the alcohol content is lower, and they seek value for money rather than just expensive liquor. The whiskey rising in popularity among them is Golden Blue's modern premium whiskey, "Phantom."

Since its launch in 2016, "Phantom" has shed the old-fashioned image traditionally associated with whiskey, building a perception that whiskey can be youthful and innovative. A key reason for this image transformation is its luxurious bottle design. The "Phantom" packaging is inspired by an octagonal crystal structure, featuring various colors such as sapphire blue, smoky black, and gold.

"Phantom" minimizes the strong taste typical of whiskey that can sometimes be overwhelming, emphasizing a smooth finish. Its flavor, developed through collaboration with a master blender with over 50 years of experience and refined through years of consumer research and tasting, has received positive responses not only from the MZ generation but also from whiskey enthusiasts.

Deputy General Manager Jung Min-wook stated, "With its high potential and growth prospects, we will actively market 'Phantom' so that it can quickly become a leading domestic whiskey brand following Golden Blue."