Pernod Ricard launches Redbreast 15 to expand presence in non-Scotch whiskey market

Kevin O'Gorman, master distiller for Pernod Ricard's Redbreast 15 Year Old, speaks during a press conference in Seoul, Monday. Courtesy of Pernod Ricard Korea

Pernod Ricard's Redbreast 15 Year Old / Courtesy of Pernod Ricard Korea

Irish whiskey Redbreast is challenging Scotch whiskies that still dominate the global whiskey market with its new Redbreast 15 Years Old, according to the whiskey producer, Monday.

Following Redbreast 12 Years Old that was released to the country last year, the latest label by Pernod Ricard fronts traditional Irish whiskey-making methods to enlarge its presence among non-Scotch whiskies.

A key to the authentic Irish distilling method is "single pot still," a legacy that was passed down from the 1800s when Irish whiskey held global prominence, said Pernod Ricard Korea. With a copper pot still and a blend of unmalted barley and germinated barley, the method goes through triple distillation processes to achieve its unique smoothness and flavor.

Redbreast 15 Year Old is made with whiskey aged for at least 15 years that was matured separately in premium bourbon casks and sherry casks, the distiller said. It also uses both first-fill and refill casks that are blended by its master blender to deliver an aroma of berry fruit and subtle spice.

The company has launched Redbreast 15 Year Old in the country with high anticipation for Korean whiskey-lovers, particularly MZ Generation adults in their 20-30s who the company said "love trying new experiences." With the growing non-Scotch whiskey market worldwide, the company expects the new label will stir a counter-Scotch movement.

"Non-Scotch whiskeys like Irish and bourbon whiskeys have grown from 3.6 percent to as much as 15.3 percent of the global whiskey market during 2014-2019," said Miguel Pascual, marketing director of Pernod Ricard Korea, citing IWSR, an international liquor research institute. "I believe that the global trends in the whiskey market will have some influence in Korea as well."

Kevin O'Gorman, Redbreast's master distiller at Midleton Distillery in Ireland, said Irish whiskeys are the center of non-Scotch whiskies that are now growing fastest in the global whiskey market. "And because Korea is now the world's trendsetter, we have come to introducing the new label to the country," he said.

Master Blender Billy Leighton from the distillery said the Korean whiskey market is one that the world is paying attention to. "As Redbreast has steadfastly adhered to the enduring tradition that underpins Irish whiskey, I hope it can provide infinite inspiration to Korean consumers who are not hesitant to explore new experiences," he said.