Smirnoff Peach

By Kim Jae-won

As summer temperatures soar, Diageo hit the right spot by introducing Smirnoff Peach at the just right time to gain popularity in the Korean market. The peach-flavored vodka targets summer vacationers ready to enjoy fancy cocktails.

Smirnoff Peach is the latest on the Smirnoff flavor line which infuses fruit flavors to Smirnoff Red No. 21. Diageo Korea, the Korean outfit of the world’s largest liquor maker is hosting a promotional event to celebrate the product launch themed “Drink Smirnoff and Go to Jisan Valley Rock Festival” which will continue through July 19. Consumers who wish to participate can apply by visiting its facebook page (www.facebook.com/smirnoffkorea).

The Jisan Rock Festival is one of the most highly attended music events in the nation. It first kicked off in 2009 and has drawn a wide range of popular musicians from

Smithwick’s

across the globe. This year, Radiohead, a legendry British five-member rock band, will hit the stage for the first time in Korea.

The company will present festival tickets to 100 people. Those lucky winners will be announced later on the facebook page.

Diageo says Irish ale Smithwick’s, which boasts a tradition dating back 300 years, is another beverage that can help people to cool off during the summer heat. Smithwick’s was released in Korea in late October and has attracted various consumer groups, such as women and young adults.

Awarded six gold medals at Monde Selection, one of the world’s three most authoritative beer tasting competitions, Smithwick’s originates from Ireland’s oldest operating brewery.

The ale’s reddish hue also attracts attention from customers. People say its hybrid gas, a combination of nitrogen and carbonic acid gas, adds a fresh and deep taste to the ale.

It is loved by local stylists and cultural icons including fashion designer Choi Beom-seok and chef Kim Sang-beom. With its growing popularity among celebrities, the beer is often drunk by trend followers here.