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| Pernod Ricard's Imperial premium scotch whiskies / Courtesy of Pernod Ricard |
By Jhoo Dong-chan
Pernod Ricard is highlighting its classic whisky lineup despite the growing popularity of low alcohol and flavored drinks in Korea's spirits market.
According to the company's local branch, Pernod Ricard Korea, Monday, it will utilize numbers to help consumers understand the real value of the company's flagship Imperial scotch whiskies.
"First, Pernod Ricard will underline the number 40 in its classic Imperial lineup, because the 40 percent of alcohol by volume (ABV) level is the most significant number in scotch whiskies," said a Pernod Ricard official.
"The Scotch Whisky Association strictly proposes that the 40 percent is the optimal ABV level for consumers to enjoy real scotch whisky. Whiskies that contain less than an ABV level of 40 percent are not allowed to use the term ‘scotch' in their name under the definition of the association."
An official added that Pernod Ricard's Imperial whiskies are under strict quality control from Chivas Brothers, one of the company's affiliates that produces the famous Chivas Regal scotch whisky.
Pernod Ricard's efforts to maintain the quality of its classic Imperial whisky were praised during last year's Hong Kong International Wine and Spirit Competition (IWSC), where the company's Imperial 12-year and 17-year scotch whiskies were selected as the top-quality whiskies.
Founded in 1969, the IWSC sees over 80 countries participate in the event held in London. The Hong Kong IWSC started 2009 is the IWSC's Asian award operation to choose the best of the region.
Separate from the Hong Kong IWSC, all scotch whiskies in Pernod Ricard's Imperial lineup ― the 12, 17, 19 and 21 year ― were also honored during the London IWSC for two consecutive years in 2011 and 2012.
The official also stressed that the product's age is another important indicator of quality.
"For example, Pernod Ricard's Imperial 17 year contains at least 17 years or older scotch. Not a single drop of less-aged scotch is allowed in our products," said an official.
"There has been very limited information about scotch whisky quality. As a pioneer of introducing premium whiskies to the country, Pernod Ricard will continue its efforts to help consumers understand the true value of scotch whisky."
In a bid to widen its consumer group, Pernod Ricard also has introduced five low-alcohol and other spirits of no specific age, including Imperial Neon and Eclat by Imperial.
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