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National No.1 whiskey industry Diageo Korea will enter the Korean market with small-capacity, limited-edition whiskey-based products and new beer-based products.
As the domestic whiskey market contracts, the strategy is to overcome the market downturn by following trends in hyssop and house style and targeting young people.
"The whiskey market has declined over the past decade, but the imported beer market has more than double digits." The company announced that it had launched a new beer-based product early next year, 50% beer or more. "
We plan to increase profitability with the growth of imported beer in a situation where the whiskey market, the flagship product, is in a stagnant state. Imported beer, which accounted for only 3.4% of the beer market in 2012, is expected to be over 20% this year.
Diageo Korea's new beer should be an Irish beer and IPA type. The company plans to launch the beer market next January and Designo Korea will actively pursue this market, which is expected to develop into a new beer with Guinness, which occupies 75% of the domestic beer market.
However, the representative pointed out that the whiskey market was in decline and that the launch of a new beer did not mean that the whiskey market would be abandoned.
Lee said, "The culture that focuses on quality rather than quantity is spreading and the longevity and domestic chores are getting stronger." Consumers interested in drinking good liquor and whiskey are increasingly interested in explaining the importance of whiskey operation and quality. .
To this end, Diageo Korea launched the "WHIE ARE YOU YOU" campaign, which shows the importance of calculation and quality for consumers looking for quality-satisfaction last month. It is in the countryside that I confirm the indication of the operation of the product directly when I choose the state and the message that determines the exact value. Diageo Korea intends to announce the value of its W Signatures 12 and 17, a premium operation made from 12 years and 17 years of premium Scottish whiskey.
Diageo Korea plans to show Johnny Walker's limited edition "White Walker" whiskey in cooperation with HBO, which recently produced the American drama "The Game of the Throne".
Unlike in the past, when he released a series of new products, Lee said he would focus on promoting the value of whiskey in the future.
Lee said: "Whiskey is not a product consumed at the factory.We will focus on the information of flavors of existing ranges, such as limited edition products that contain the value and authenticity. "
Lee, meanwhile, was appointed to the post of Diageo Korea in February. Born in 1966 and graduated from the University of Iowa in the United States, where he earned a Bachelor of Science degree in Business Administration, he worked for Johnson & Johnson at the Reckitt Benckiser headquarters in the United Kingdom and Asia Pacific and CJ CheilJedang. Since then, he has acquired management know-how in a variety of areas including General Manager of Converse Korea and Homeplus Mall. In particular, he is known to be familiar with sales, marketing and distribution.
Lee Joo-hyun, journalist, distribution specialist [email protected]
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