Page 45 - Beverage Master_AprMay2022

International News

Taking it Light & Easy
Around the Globe: South Korea

Change in every industry is inevitable. The transi-
tion to lower alcohol spirits has been slowly hap-
pening over the last ten years. Notably, in 2015,
Diageo debuted a 35% ABV “spirit drink” – W Ice by
Windsor – in South Korea. The spirit was the first
low ABV whisky.

What spurred this change in South Korea? Simply,
whisky is no longer the desired spirit. There was
a time in South Korea when Scotch was the drink
of choice and often used to make a popu-lar
drink called poktanju, a combination of beer and
Scotch. Another reason for this change, sim-ilar to
other countries around the world, is affordability.
Younger consumers in South Korea want inexpen-
sive spirits. In addition, spirits synonymous with
youth appeal to this generation. Although there
has been a shift and the younger generation is find-
ing interest in what was once considered an “old
man’s” drink, the creation of spirits that appeal
to younger consumers has taken hold as brands
observe the popularity of vodka.

As a result, the goal of whisky brands in South
Korea is to entice people to see it as a viable drink
choice by lowering the alcohol content and pro-
moting it under the guise of light and con-scious
imbibing.

The Sensible Imbiber

Taking something old and giving it a new image
needs to encompass more than beautiful pack-ag-
ing. A complete product delineation needs to be
undertaken to make spirits appear new and fresh.
The central premise must sit within the ideal of liv-
ing a more healthy lifestyle. Drinking just one glass
of spirit neat or over ice and not feeling the effects
also signifies the end of an era of binge drinking,
ushering in a new time of sensible imbibing. For the
light spirits consumer, drinking is about living life
while not feeling pressured to be anything other
than yourself. It is not about standing out or being
the life of the party. Instead, it is about connection
and requires one to slow down and experience
moments that build memories worth remembering.

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