The newly released W Signature 12 is a 35 percent alcohol by volume (ABV) blended drink, which uses whiskies matured for at least 12 years in Scotland, according to the company. (Image: Diageo)
SEOUL, Oct. 24 (Korea Bizwire) – Diageo Korea Co., the local unit of British drink maker Diageo Plc, launched a new low-alcohol whisky Tuesday to better cope with the country’s fast-changing drinking culture, the company said.
The newly released W Signature 12 is a 35 percent alcohol by volume (ABV) blended drink, which uses whiskies matured for at least 12 years in Scotland, according to the company.
“The recent trend in the low ABV segment is that consumers are actively choosing what they want to drink, which makes the value of liquids in low ABV products ever more important,” Diageo Korea CEO Cho Kil-soo said during a press conference in Seoul.
With the introduction of W Signature 12, Diageo Korea aims to expand its presence in the low-alcohol drink market, along with W Ice and W Signature 17, launched in 2015 and 2016, respectively.
Its market share in the low-alcohol drink segment has been growing from 20 percent in 2015 to 25 percent in 2016 and 28 percent in the first half of this year, according to the company.
Its move to diversify its portfolio comes in line with the overall decline of whisky sales, with more individuals opting for lighter drinks instead of rounds of heavy drinking at night.
(Yonhap)
