With the new trend in low alcohol whiskeys, Diageo launched its 35 percent ‘Windsor W Ice’ last month, while Lotte Liquor launched its own 35 percent ‘Jupitor Mild Blue.’
SEOUL, April 27 (Korea Bizwire) – Popularity for low alcohol drinks is even affecting whiskey brands, which are launching low-alcohol whiskeys to respond to the new trend.
According to a statement from industry representatives on April 26, in the first quarter, Lotte Liquor, which has ranked third for 19 years in terms of output levels, lost its place to Golden Blue, a new liquor manufacturer on the rise.
Golden Blue’s success appears to be caused by Korean consumers’ changing taste in alcoholic beverages. Golden Blue first challenged existing whiskey companies with its 36.5 percent ABV. At the time, whiskey companies were only offering 40 percent whiskeys on the market.
Golden Blue was met with skepticism, as some considered that the new company’s whiskey was not ‘real’ whiskey anymore. However, the company’s strategy to produce ‘soft’ whiskey eventually drew praise from customers looking for healthier alternatives.
With the new trend in low alcohol whiskeys, Diageo launched its 35 percent ‘Windsor W Ice’ last month, while Lotte Liquor launched its own 35 percent ‘Jupitor Mild Blue.’
The Soju market is experiencing a similar trend, as Hite-Jinro and Lotte Liquor each launched 17 percent Soju offerings last year, and Muhak has been enlarging its market share with its 16.9 degree Soju.
By Lina Jang (linajang@koreabizwire.com)
