Diageo Korea rolled out a “low alcohol” blended 17-year-old Scotch whisky-based spirit drink, W Signature by Windsor, in a move to gain a stronger foothold in the growing local market for milder alcohol drinks, the firm said Tuesday.
“There is definitely a greater demand for smooth low proof whisky in Korea. We are confident that our new drink will live up to consumers’ preference for smooth liquor, and reposition whisky as a casual drink,” said Cho Kil-soo, CEO of Diageo Korea, at a press conference held at the former President Yun Po-sun’s home.
The British liquor-maker’s Korea branch underlined that the new blend is made with Scotch whisky aged for 17 years in Scotland and has an alcohol level of 35 percent.
“It was made with to deliver ‘triple smoothness’ smooth aroma, smooth taste and smooth swallow,” said Cho.
Models promote W Signature by Windsor is the brand’s first smooth low alcohol drink blended with 17-year-old Scotch. Diageo Korea
Three world class master blenders gathered their expertise to develop the new whisky, to bolster sales after a sluggish period.
In 2015, Diageo Korea’s sales dropped 8.2 percent on-year to 342.1 billion won ($289.9 million), while its operating profit plunged 17.2 percent to 80.1 billion won, largely due to poor performance by its flagship brand Windsor.
W Signature by Windsor comes in a 450ml burgundy colored bottle, and its ex-factory price is 40,007 won.
By Kim Bo-gyung (
lisakim425@heraldcorp.com)
