Lee Hyo-sik is Finance Desk editor at The Korea Times. He manages finance-related stories on macroeconomics, banks, stocks, bonds, crypto etc. He is passionate about covering what's happening in Korea's financial industry and explaining it to both Korean and non-Korean readers. You can reach him at leehs@koreatimes.co.kr. Your insights and feedbacks are always appreciated.
W Rare by Windsor big hit for Diageo
By Lee Hyo-sik
W Rare by Windsor, Diageo’s low-alcohol premium spirit drink
By Lee Hyo-sik
W Rare by Windsor, Diageo’s latest premium spirit drink launched in November, has been well received by Korean consumers who increasingly prefer lower-alcohol drinks because of health concerns.
The product has an alcohol content of 35 percent, compared with 40 percent for conventional Scotch. Despite the lower alcohol content, W Rare by Windsor retains the flavor and smoothness of Windsor-branded products thanks to its cutting-edge blending technology, according to the world’s largest premium whisky maker.
Its bottle was also designed to reflect the consumer trend to lower-alcohol drinks, the company said.
In March, Diageo launched W Ice by Windsor (W Ice), which also has an alcohol content of 35 percent. Diageo has been writing a success story with W Ice by capitalizing on changing consumer tastes for low-alcohol spirits.
The company expects W Rare will further boost its presence in Korea’s rapidly expanding spirit market.
Diageo Korea CEO Cho Kil-soo said that “I am very proud and confident of presenting our new product W Rare by Windsor, the final outcome of Diageo’s enthusiastic endeavor for innovation as we have put so much time and effort into finding the taste and quality consumers want.”
He said the premium spirit was designed to meet the needs of Korean consumers who love soft and smooth tastes.
“Blended with Scotch whisky and selective ingredients, including natural red date essence, red plum and oakwood flavors, the spirit offers consumers a richer flavor and silky soft drinkability without losing Windsor’s signature taste of authentic smoothness,” Cho said.
At a Nov. 4 launch ceremony, British Ambassador Charles Hay said: “I am delighted that Diageo is beloved by Korean consumers through the Windsor brand. W Rare is another great example of Diageo’s enthusiasm for creating an innovative new premium brand for the Korean market and I have no doubt that it will inspire Korean consumers to feel the new culture and taste.”
W Rare is priced at 38,170 won, including value-added tax, for a 450-milliliter bottle.