Pernod Ricard’s Imperial Quantum leaps

By Kim Jae-won

Pernod Ricard Korea (PRK) launched a new Imperial brand titled “Imperial 19 Quantum” this week, a whisky that combines a gentle floral aroma and sweet orange taste, encased in ultra modern packaging.

The bottle is metal-sided and metal-capped, presenting a distinguished and well protected look. The company aims to dub Quantum as the start of a conceptual change in its line of products.

A distinct blend of Scotch whiskies aged 19 years or more, Quantum tastes smoother and allures with an attractive subtle aroma.

PRK Chief Executive Franck Lapeyre said the new brand signals what the company woule like to pursue in the future.

“Imperial Quantum is like a concept car. Through a concept car, you can see an idea where the brand wants to go,” the French CEO said at a media launching event at Lotte hotel in Seoul, Tuesday. "It’s exactly the same thing. Imperial Quantum shows our style of sophistication that we want to achieve with Imperial Quantum in the future," Lapeyre explained.

PRK Director Yoo Ho-seong added that the new brand will boost the quality and choice within the local whiskey market. “We target customers in their 30s and 40s, who will lead the future market for such products. Quantum’s innovative style reflects their sophisticated sense,” Yoo said.

The product name is borrowed from physics ― quantum leap, reflecting the company’s wish to lead in change and innovation in the whiskey market.

Pernod Ricard is among the world’s leading whiskey producers, as the No. 1 producer in the Irish whiskies and second in Scotch whiskies. In 2009, Whiskies represent 38 percent of the group’s spirits business by volume.