Diageo launches low alcohol spirit

Global alcoholic beverage manufacturer Diageo Korea launched a low alcohol-content spirit brand Wednesday to respond to diversifying customer needs.

The product launch, based on two years of research and development, is part of the company’s innovation plan to stimulate the slow-growing whiskey market and to discover new customer groups.
 

CEO Cho Kil-soo presented W Ice by Windsor, a premium spirit drink with an alcohol by volume level of 35 percent.

Blended with 99.85 percent Scotch whisky and selective ingredients including pine, dates and dried fig essence, W Ice offers customer a smoother taste without losing scotch’s unique flavor, according to Cho.

“The key point was to move along with the change of the market and the needs of young consumers, while retaining the core values of whiskey,” he said.

In order to create this unique characteristic, the company adopted an innovative technique of chill-filtering at minus 8 degrees Celsius.

“We felt that there was a gap in the market, which also meant that there were new business opportunities,” said Dougal McGeorge, marketing director of the company.

“The launching of W Ice will expand the whiskey market in general as the product will make the spirit more accessible to people.”

W ICE by Windsor is priced at 24,530 won ($22) for a 450 ml bottle, in terms of ex-factory price, excluding VAT.

By Bae Hyun-jung (tellme@heraldcorp.com)