INTERVIEW Pernod Ricard uncovers surprising parallels between Scotland and Jeju’s haenyeo culture

Frantz Hotton, CEO of Pernod Ricard Korea, speaks during an interview with The Korea Times in Seoul, June 25. Courtesy of Pernod Ricard Korea

By Ko Dong-hwan

• Published Jul 3, 2025 7:00 AM KST

Frantz Hotton mixes Chivas Brothers whisky with Korean heritage

Introducing an imported liquor brand to consumers involves far more than simply advertising it, placing it on shelves and waiting for sales to rise, according to Frantz Hotton, CEO of Pernod Ricard Korea, a leading importer of spirits and wine.

To create a deeper, more lasting impact in the market, the brand must be supported by sophisticated, captivating marketing that leaves a memorable impression on consumers.

For Hotton, winning over Korean consumers isn’t about imposing globally renowned brands upon them. Instead, it’s about approaching the market with humility — finding common ground with local consumers and demonstrating how these brands can seamlessly integrate into Korean society in a mutually beneficial way.

The strategy proved effective when Hotton set out to introduce Aberlour — a Scotch whisky brand first launched in the 1880s and now owned by the Pernod Ricard Group — to the Korean market. Rather than rushing the process, he took time to find a meaningful cultural connection between Scotland and Korea. He discovered a compelling parallel: Both Scotch whisky makers and Jeju Island’s haenyeo — female divers who harvest seafood by hand — embody a delicate balance of preserving tradition while embracing modernization.

“It was obvious that the haenyeo culture was kind of mirroring the Scottish culture. We found a very, very relevant link between this pure Korean culture of divers and their gastronomy, and what was happening in Scotland with Aberlour,” Hotton said during an interview with The Korea Times.

To him, Scotch whisky is not simply a spirit, but part of a lifestyle and culture.

“We strived to not just bring Scotch whisky products but to connect the heritage of our brands and British culture with the Korean culture. We localized our brand messages and activities to engage Korean consumers in a sincere and authentic way,” he added.

This discovery led Pernod Ricard Korea to collaborate with Haenyeo Kitchen, a theater-restaurant on Jeju Island offering an immersive dining experience centered on the haenyeo culture, starting in August last year. The partnership received critical acclaim, and in May, Hotton was honored with the U.K. Impact in Korea Award by the British Chamber of Commerce in Korea (BCCK) during this year’s King’s Birthday Dinner. Pernod Ricard Korea is a member of the BCCK.

The BCCK said the collaborative campaign, titled Everything Considered, showcased Pernod Ricard Korea’s support for Korean culture while highlighting the role of haenyeo in preserving sustainable and eco-friendly seafood harvesting practices.

The campaign’s journey began last year, when Hotton set out to find a cultural element that was uniquely Korean while being equally meaningful to Scotland and the Aberlour brand.

“I’ve been living here for four years and often heard that many fresh ingredients in Seoul are coming from Jeju,” Hotton said, saying it was an obvious sign that the island is home to high-quality gastronomic ingredients. “I also found that Jeju was trying to have this kind of modernity of updating while making sure that there is no compromise on the quality, and that the tradition is kept.”

“I found that true with haenyeos. Their culture dates back for centuries and they try to modernize the culture with Haenyeo Kitchen. They are going beyond traditional gastronomy. You are looking at something more sophisticated, more about entertainment and show than simply serving the food.”

The French said this was exactly what was happening in Scotland.

“We’ve been producing whiskies in the village of Aberlour in the Speyside whisky region of northern Scotland for long, keeping fundamentals left by James Fleming who had founded Aberlour Distillery in Speyside in the 1880s. He made sure that only the best malts and best water from 15 miles (24 km) within the distillery were used,” Hotton said.

“The distillery has so far managed to innovate the aging process, culminating in a process called ‘double cask maturation,’ a kind of contemporary method and very specific to Aberlour.”

Hotton chose to work with Haenyeo Kitchen because it mirrored Aberlour’s key values of craftsmanship, cooperation with local communities and respect for nature. He said the kitchen showcased Jeju’s food culture, rooted in the spirit of heanyeo and embodying sustainable local growth. This, he said, aligns with Aberlour’s values.

The collaboration features creative dishes from Haenyeo Kitchen as food pairings for Aberlour. Assortments of seafood and the Scotch whisky started being served at the kitchen’s two locations on Jeju Island.

“Scotland looks like an island protected by mountains. Speyside is up very far north in one of the most inaccessible parts of the United Kingdom,” said Hotton, describing the country’s similarity to Jeju Island.

“And eating seafood is pretty common in both regions. So there is a natural match from their tastes coming from a long-time pattern. In the end, the campaign beautifully combined our brand’s philosophy of craftmanship, respect for nature and support for local communities with the spirit of Jeju heanyeo culture.”

Globalization vs. localization

To introduce Aberlour to Korean consumers, Hotton banked on the similarities between Aberlour Distillery and Jeju haenyeo, successfully putting the Scotch whisky together with attractive seafood dishes prepared by the divers, part of a culture listed as UNESCO Intangible Cultural Heritage. He said it was a work of balance between globalization and localization.

“It’s a swing of the pendulum. We see globalization happening on one swing but also happening on the other swing is localization. You mix this international standard or even international pride with localization, and when you find the correct balance, you find success. The way people absorb globalization is always much better when they feel it’s also part of their culture,” the CEO said.

This is not the first time Pernod Ricard Korea has used Korean elements in marketing its globally popular Scotch whiskies. Ballantine’s collaborated with Korean artist Noh Sang-ho in 2023 to introduce special artist editions for the brand's whisky, aged 17 years and 21 years. Royal Salute in 2021 jointly hosted an art festival with five Korean contemporary artists. The following year, the brand collaborated with Korea’s well-known interior designer Yang Teo to launch a special ritual kit for the brand's 30 year aged whisky.

“Yang’s work was a modern interpretation of what is the traditional way of serving spirits in Korea,” he said.

Hotton believes in the Korean whisky market’s potential. He says Korea is one of the most dynamic whisky markets in the world, with growing demand for premium and rare products. He is paying close attention to increasing interest in whisky among younger people, who are enjoying it in diverse and creative ways.

“It is highly encouraging for our brands to see young consumers embracing whisky in various ways, such as through mixology and food pairings,” he said.

Pernod Ricard Korea’s efforts to assimilate into the Korean market have been diverse and multifaceted. It reduced packaging materials and began using hybrid vehicles for business purposes as part of an environmental drive. With its training program, Bar World of Tomorrow, it provided sustainability education to over 660 bartenders across the country’s hospitality industry. Since 2002, the company has been running the Gugak Scholarship Program, and has supported 749 people so far. Its partnership with the Corea Image Communication Institute, a nonprofit organization, promotes Korean culture to foreign ambassadors here.

“I find that Korean consumers are very sophisticated and deeply responsive to the story of the brand. They care not just about the tasting experience but also about the philosophy, heritage and authentic actions behind the brand. Their openness to new ideas and collaborations also sets them apart,” he said.

Who is Frantz Hotton?

Hotton has been President & CEO of Pernod Ricard Korea since 2021. Before that, he headed Pernod Ricard Hong Kong & Macau from 2014. From 2011, he led international sales and brand development at Martell Mumm Perrier-Jouet.

His career at Pernod Ricard Group began in 1995, working as a marketing manager in Paris, where the company is based.

Hotton graduated from ESCP Business School in Paris.