By Jhoo Dong-chan
Pernod Ricard is diversifying its product lineup to attract more consumers into the hard liquor market in Korea.
The company's local branch, Pernod Ricard Korea, said Wednesday that it has introduced a low-alcohol spirit, 35 By Imperial, to take advantage of the increasing popularity of flavored and low-alcohol products.
Utilizing 99.997 percent pure Scotch combined with the Imperial's signature blending knowhow, the 35 By Imperial has an alcohol by volume (ABV) of 35 percent to deliver a smooth Scotch flavor.
"The 35 By Imperial is a smooth low-alcohol spirit that delivers the Imperial brand's core value," said Pernod Ricard Korea Marketing executive Florent Leroi.
"It is expected to offer a new set of standards in the low-alcohol liquor market here, attracting thirsty souls in their 30s who look for casual and smooth spirits.
The whiskey-based spirit demonstrates its ABV level of 35 in its name, and is sold in a transparent bottle to show that it is pure Scotch.
Simply using its ABV as its product's name, the 35 By Imperial reflects the practical and joyful nature of the country's young alcohol lovers in their 30s. It is expected to diversify the company's consumer group.
The 35 By Imperial is sold in a 450 milliliter bottle at 23,940 without value added tax.
As the number of young and female customers has increased over recent years, liquor makers are shifting their focus to lower-alcohol drinks to meet growing consumer demand for mild liquor.
In July last year, Pernod Ricard Korea also introduced another low-alcohol spirit, the Eclat, a whisky-based spirit with a pomegranate flavor with an ABV of 31 percent. It was also aimed at attracting young and female drinkers with its light and smooth taste.
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| Pernod Ricard Korea's newly introduced spirit, 35 By Imperial, is shown above. The 35 By Imperial has an alcohol by volume (ABV) of 35 percent. / Courtesy of Pernod Ricard |
The company's local branch, Pernod Ricard Korea, said Wednesday that it has introduced a low-alcohol spirit, 35 By Imperial, to take advantage of the increasing popularity of flavored and low-alcohol products.
Utilizing 99.997 percent pure Scotch combined with the Imperial's signature blending knowhow, the 35 By Imperial has an alcohol by volume (ABV) of 35 percent to deliver a smooth Scotch flavor.
"The 35 By Imperial is a smooth low-alcohol spirit that delivers the Imperial brand's core value," said Pernod Ricard Korea Marketing executive Florent Leroi.
"It is expected to offer a new set of standards in the low-alcohol liquor market here, attracting thirsty souls in their 30s who look for casual and smooth spirits.
The whiskey-based spirit demonstrates its ABV level of 35 in its name, and is sold in a transparent bottle to show that it is pure Scotch.
Simply using its ABV as its product's name, the 35 By Imperial reflects the practical and joyful nature of the country's young alcohol lovers in their 30s. It is expected to diversify the company's consumer group.
The 35 By Imperial is sold in a 450 milliliter bottle at 23,940 without value added tax.
As the number of young and female customers has increased over recent years, liquor makers are shifting their focus to lower-alcohol drinks to meet growing consumer demand for mild liquor.
In July last year, Pernod Ricard Korea also introduced another low-alcohol spirit, the Eclat, a whisky-based spirit with a pomegranate flavor with an ABV of 31 percent. It was also aimed at attracting young and female drinkers with its light and smooth taste.
