Guinness targets Korea with its unique taste

By Kim Jae-won

DUBLIN ― With its track record of having soothed Irish and global consumers for more than a quarter of a millennium, Guinness now seeks to attract Koreans with its unique color, odor and taste.

Diageo, producer and distributor of the world’s best-selling premium stout, said Thursday that sales of Guinness jumped 47 percent last year, and hopes it will become one of the top three imported beers in three years.

Korea is one of the fastest growing markets for Guinness, which is gaining more popularity especially from young female consumers for its low calories, flavored taste and beautiful color.

“The market growth is very good. The volume is small, but it is increasing. Consumers and drinkers in Korea love beer, you enjoy good beer so it’s expected to help us grow,” said Fergal Murray, a master brewer of Diageo during a press conference held at the company’s warehouse in Dublin, the home of Guinness.

Murray, a veteran brewer and global brand ambassador who has worked at the firm for 28 years, said that Koreans recognize good brands, so it has much more potential to grow.

“You understand quality brands. Guinness fits the quality brand and I think we are enjoying success in Korea. I want people to have more satisfaction.”

He said that Guinness gives consumers more to enjoy with its beautiful dark hue and flavored taste compared to paler beers.

Diageo Korea, a local unit of the London-based international liquor company, echoed Murray.

“Guinness has shown enormous performances last year with a 47 percent increase in sales. We are seeking to join the top three imported beer brands in three years,” said Kim Young-jin, a director of the company.

According to industrial statistics, Japanese brand Asahi topped the imported beer market in Korea in the first half of this year accounting for 28 percent of market.

The brand pushed longtime leader Heineken from the Netherlands to second place by 2 percentage points. Miller of the United States came third with 20 percent, while Guinness ranked fourth with one tenth of the market.

Asked how Guinness has consistently kept its top-tier quality for 252 years since it was launched in 1759, Murray quoted four reasons ― materials, process, passion and love.

“The secret? We use the same materials and same process, which make it better and better every time. But the secret is passion and love to put in there.”

Later on in the evening, Dubliners enjoyed Arthur’s Day, which celebrates the day Guinness was born in 1759 by Arthur Guinness.

Hundreds of young people gathered at Hop Store 13, one of the oldest breweries of the company, and shouted “To Arthur” at 5:59 p.m., or 17:59, which symbolizes the beer’s birth year. After the shouting, famous singers led a concert, which saw plenty of singing and dancing from the crowd.

Hundreds of thousands Dubliners also visited pubs in the eastern port city to remember one of the most famous icons in Irish culture.

Diageo said that all of the proceedings generated from the event will be donated to the Arthur Guinness Fund, which sends money to non-government organizations all over the world including ones engaged in well-making projects in Africa.