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
