'53-Year-Old Original Spirit' Whiskey Worth 120 Million Won Sold Out... Ultra-High-End Complete Sell-Out Streak

Domestic Single Bottle of Royal Salute Sold for 120 Million KRW
All 6 Bottles of Valentine 40-Year Limited Edition Sold Out on the Same Day
High Collectible Value and Attractive for Investment Purposes

As domestic consumers' interest in whiskey continues to rise, the liquor industry is consecutively launching ultra-premium high-priced whiskeys. This is because the demand from whiskey companies wanting to emphasize their brand heritage in the rapidly growing domestic market aligns with consumers seeking rare products for collection and investment purposes.

Pernod Ricard 'Royal Salute Forces of Nature by Kate MacGuire'

According to the industry on the 22nd, Pernod Ricard Korea recently sold the ‘Royal Salute Forces of Nature by Kate MacGuire’ showcased at ‘Art Busan 2023’ on the 4th. Made solely from 53-year-old original spirit, only 21 pieces were produced worldwide, with just one piece presented domestically, priced at 120 million KRW. A Pernod Ricard official explained, "There were many inquiries about the product during the exhibition period, and it was sold to visitors who came to the site." Pernod Ricard also sold out all six bottles of the ‘Ballantine’s 40 Year Masterclass Collection’ imported last month. This whiskey, blended only with 40-year-old original spirits from distilleries that no longer exist, was produced in a total of 108 bottles and priced at 20 million KRW.

With the rising popularity of whiskey, premium whiskey releases continue across various channels. Convenience store GS25 has been holding a special exhibition of ‘Gordon & MacPhail,’ a major independent bottler from Scotland, since the 12th of last month. The exhibition features a total of 37 types, including the eye-catching ‘Platinum Jubilee Glen Grant 1952’ priced at 44 million KRW and ‘Longmorn 1966’ priced at 21.5 million KRW. It has been confirmed that about 280 bottles have been sold so far from the exhibition, while the two products priced in the tens of millions of KRW have yet to be sold.

Intercure 'Loch Lomond 54 Years'

On the 17th, Interlicor introduced the 54-year-old Scotch single malt whiskey ‘Loch Lomond.’ Only 55 bottles of Loch Lomond 54 years were released worldwide, with three bottles imported to Korea, each priced at 78 million KRW. Interlicor stated, “Since its release, inquiries about the price and purchase locations have flooded in, but due to the high price, no contracts have been finalized yet.”

The recent consecutive launches of ultra-high-priced whiskeys domestically primarily aim to enhance brand awareness and image. Additionally, the increasing consumer demand for collection and investment purposes also plays a role. An industry insider explained, “As interest in aged products grows, the strategy is to elevate the brand’s tradition and prestige through ultra-high-priced aged products, thereby contributing to brand building.” They added, “From the customer’s perspective, these products have high collection value and are attractive as investment assets.”