Moving Beyond Premium: Emphasizing Price and Quality
Whiskey 'Black & White' Priced at 9,900 KRW
Alcohol company Diageo announced on the 8th that it has introduced the blended whiskey 'Black & White' to the domestic market. This product is exclusively distributed through Emart, priced at 9,900 KRW for 700ml. This is about half the price compared to the 20,000 to 30,000 KRW range at which it is sold in overseas markets.
Diageo stated, "Through close collaboration with our domestic distribution partner Emart, we were able to secure price competitiveness," adding, "We expect to introduce the charm of whiskey to a wider range of consumers."
'Black & White' is a brand with a 140-year history, created in 1884 by Scottish whiskey maker James Buchanan. The brand, which uses black and white Scottish Terriers as its symbol, was developed from the beginning targeting mass appeal and was once selected as an official supplier to the British royal family.
The product is made by blending spirits from renowned Scottish distilleries such as Dalwhinnie, Clynelish, and Glendullan. It features a smooth caramel and vanilla aroma, fruity flavors, and a subtle spiciness, offering a taste that satisfies both beginners and enthusiasts. It is especially praised for its practicality, as it is highly versatile for use in highballs or as a cocktail base.
With the ongoing high inflation trend, 'cost-effectiveness (performance relative to price)' has emerged as a key keyword in consumer trends. The whiskey market, once a representative of premium alcohol, is no exception. It is shifting away from focusing solely on 'luxury' and 'scarcity' to meet consumer demand that values a balance between price and quality. An industry insider said, "If 'Black & White,' which emphasizes reasonable pricing, receives a positive response from consumers, it is highly likely that other foreign alcohol brands will adopt similar strategies."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
