Eclat by Imperial eyes female drinkers

A new drink from the local unit of Paris-based Pernod Ricard targeting women is drawing attention amid the recent trend in Korea for lower-strength spirits.

The fruit-flavored liquor, dubbed Eclat by Imperial, is a whiskey-based spirit. The new product, which debuted in the Korean market in late July, is marked for its pomegranate aroma and an alcohol content of 31 percent.

“As seen in its name, Eclat, which means radiance in French, the product pictures a woman at her most glamorous moment and its curved shape has been inspired by the aurora,” said the company’s senior spokesman Yoo Ho-sung.

The company stressed that Eclat by Imperial is its first drink customized for women, who pursue a balance between inner passion and outer charm.

Imperial, a distiller unit of Pernod Ricard Korea, has been a pioneer and leader in the local whiskey market, mostly appealing to male consumers with authenticity and deep taste.

The company said its five-year-long research has led to the conclusion that the best way to reach out to potential female customers is to lower the alcohol content and to add a unique, soft flavor to the product.

The price tag of a 450-milliliter bottle of Eclat is set at 36,300 won ($30.7).

By Kim Yon-se (kys@heraldcorp.com)