Scotch Blue Beats Imported Whiskies
Since debuting in late 1997, Scotch Blue has recorded a consistent hike in sales even though the liquor market slumped in 2004 pushed by various societal issues.
Through Scotch Blue that umbrellas products, including Scotch Blue International (SBI), New Scotch Blue Special (SBS) and Scotch Blue (SB), Lotte Chilsung enjoyed high sales of more than 200 billion won last year.
The company attributes such popularity to its smooth taste.
``While imported whiskies were made tailored to Westerners' taste, Scotch Blue was customized for local drinkers,'' said a Lotte Chilsung official.
The maker highlighted SBI as having a unique flavor with the combined richness of a 21-year-old and 6-year-old undiluted drink, which breaks away from the conventional idea that premium whiskeys are to be made only with 12-year-old liquids.
SB and New SBS are also favored for its genuine smoothness and aroma.
The liquor's approach to consumers also stood out as Lotte Chilsung used a more personal sales strategy to break into the hard-walled liquor market, where entertainment venues traditionally have a strong tie and business channel with established liquor makers.
The drink played up Scotland's history and culture in its marketing strategy to appeal to opinion leaders who have a strong and widespread voice among the consumer market.
With these efforts, Scotch Blue is no longer limited to the domestic boundaries, but is being exported to Malaysia, Japan, Thailand and other Asian countries where its popularity is growing.
The liquor maker is also planning to develop more drinks that fit local tastes, as well as strengthening ways to protect its authenticity.
The ``Scotch Blue DNA System,'' launched in May, allows drinkers to verify whether the alcohol is real by dropping water onto the bottle label.
``We're hoping that the authentication process will help boost further sales,'' said the official.