Classic Johnnie Walker and Ballantine’s Compete with Discounts and Limited-Edition Labels
Rising Stars Like Balvenie and Kavalan Boost Appeal with a Variety of Complimentary Gifts
HiteJinro Launches Distilled Soju 'Ilpum Jinro' Gift Sets
With Chuseok just around the corner, concerns over holiday gifts are growing, and the liquor industry is moving quickly to capitalize on the peak season.
The most notable trend is the focus on whiskey, which is being offered at discounted prices and with a variety of complimentary gifts. Diageo Korea is presenting gift sets featuring the world’s best-selling Scotch whisky brand, Johnnie Walker, with ten different labels at discounts ranging from at least 8% up to 24%. The brand’s top-tier product, Johnnie Walker Blue, is available in two limited-edition Chuseok sets: a 750ml set (including two Glencairn glasses) and a 500ml set (including one Glencairn glass and one glass cap).
Pernod Ricard Korea’s Ballantine’s has collaborated with artist Choi Hyeji, who is gaining attention in the domestic and international art scenes, to launch the 'Ballantine’s Artist Edition 5.' Centered on the brand philosophy of 'Time Well Spent,' Choi reimagined photos from her trip to Edinburgh and scenes from the Fringe Festival as a collage for the package design. This design has been applied to Ballantine’s flagship 'Ballantine’s 17 Years' and the single malt 'Ballantine’s Glenburgie 15 Years,' enhancing their collectible value.
William Grant & Sons Korea has enhanced its Chuseok gift sets, which include two Glenfiddich and three Balvenie varieties, by adding exclusive whiskey glasses and whiskey bags to each set. Korea Brown Foreman has also increased attention by including nosing glasses, sherry glasses, decanters, and leather satchel bags in its sets. In addition, Campari Korea has released premium bourbon whiskey sets such as Wild Turkey 101 8 Years and Russell’s Reserve 10 Years, as well as premium single malt Scotch whiskies like The Glen Grant 10 Years, 12 Years, and 15 Years, all paired with on-the-rocks glasses, highball glasses, and tasting glasses.
Golden Blue International has launched three packages featuring popular Kavalan lineups-Kavalan Distillery Select No.1, Kavalan Triple Sherry Cask, and Kavalan Solist Vinho Barrique-each paired with exclusive glasses. Suntory Global Spirits has eased the burden with the relatively affordable 'Kakubin' whiskey, offering the 'Suntory Highball Glass' gift set, which includes a highball glass.
In fact, the popularity of liquor gift sets as holiday presents continues to rise. Last year, combined sales of whisky and wine gift sets at Emart during Chuseok increased by 8.2% compared to the previous year, and this trend remains strong this year. Notably, whisky gift set reservations at Emart from August 18 to September 10 rose by 26.6% year-on-year, which contrasts with the recent stagnation in overall whisky consumption. According to Korea Customs Service statistics, whisky import volumes fell by 10.3% last year and decreased by 9.4% through July this year. Emart explained that it has strengthened price competitiveness by securing large quantities through integrated purchasing and has continued to differentiate its gift sets by developing exclusive products.
Domestic liquor brands are also targeting the holiday gift market. HiteJinro has released three premium distilled soju gift sets under the 'Ilpum Jinro' brand, and for the first time this year, introduced 'Ilpum Jinro Oak 25,' offering a wider variety of options and price points. The 'Ilpum Jinro Oak 25' gift set consists of three 375ml bottles and two exclusive on-the-rocks glasses. 'Ilpum Jinro Oak 25' is distinguished by its unique aroma and flavor, achieved by blending only the highest-quality oak barrel-aged base spirits using HiteJinro’s proprietary expertise. The 'Ilpum Jinro Oak 43' gift set includes two 375ml bottles and two on-the-rocks glasses. 'Ilpum Jinro Oak 43' boasts a deep and smooth taste, blending oak barrel-aged spirits matured for over 12 years under strict temperature and humidity control.
Baesangmyun Brewery is offering popular Chuseok gift sets at reasonable prices through Homsul.com. These include the Bokbunjaeum 3-bottle set made with Bokbunja from Gochang, the Hongsi Fruit Wine set featuring the subtle sweetness of Daebong persimmons, and the Neurinmaeul Soju 21 Weekly Set, which highlights the rich flavor of rice. Additionally, the company has increased consumer convenience by providing gift sets in a wide price range, from 10,000 to 40,000 won.
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