Pernod Ricard Korea’s leading Scotch whisky brand Imperial on Tuesday launched new low-alcohol spirit drink Smooth 12.
As part of the promotion, the company has also opened pop-up store The Smooth Hotel & Malt Bar at Banyan Tree Seoul.
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Interior of Moon Bar at The Smooth Hotel & Malt Bar (Pernod Ricard Korea) |
Under a theme of “The Smooth Men,” the pop-up store will host events such as a tasting and cocktail class in Moon Bar, Smooth Signature Dining and special hotel room promotions until Nov. 30.
Kim Gyeong-yeon, director of brand marketing of Pernod Ricard Korea, said the company has gained high competitiveness and market share in the low-alcohol by volume spirit drink market.
“The low-ABV spirit drink market is gaining huge popularity among young consumers. We achieved over 11 percent of market share in the low-alcohol market in 11 months,” said Kim.
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Director of brand marketing of Pernod Ricard Korea Kim Gyeong-yeon introduce its new low-alcohol spirit drink at Banyan Tree Seoul (Pernod Ricard Korea) |
With declining whisky sales in Korea, foreign whisky companies in Korea have been striving to regain popularity with various marketing and promotion events.
Whisky sales here took a downturn after reaching a peak in 2008. Sales decreased by 44.5 percent over the past nine years. However, overall sales have recently rebounded with the trend of low-ABV spirit drinks for “honsul” culture, referring to drinking alone at home.
For more information, visit the hotel website at
http://www.banyantreeclub.com/By Lee So-jeong (
xojeong2@heraldcorp.com)
