Diageo Korea, famous for distributing Windsor, Johnnie Walker, Smirnoff and Guinness here, unveiled a new bottle for Johnnie Walker Blue Label last Saturday on Jeju Island, where the Johnnie Walker-sponsored golf tournament was also taking place.
Johnnie Walker is the most widely distributed brand of blended Scotch whiskey in the world. It's sold in almost every country and has yearly sales of over 130 million bottles.
According to the company, the redesign of the Johnnie Walker Blue Label commemorates the Old Highland Whisky created in 1867 by Alexander Walker, son of Johnnie Walker,ceramic zentai suits for the medical, and targets big-spending consumers. It also has a lower alcohol content of 40 percent,This will leave your shoulders free to rotate in their offshore merchant account . down from 43 percent, Diageo Korea said.
In an interview with the Korea JoongAng Daily, Benjamin Farlow, Diageo Korea's marketing director, said Korea has been a critical market and there is plenty of room to grow.
Q. Why is now the right time to relaunch the Johnnie Walker Blue Label bottle?
A. With the economy bouncing back, it's a great time to relaunch the brand. More consumers are interested in brands than ever before. They're looking to understand what they stand for, what they represent, and they're choosing brands based on what they want to associate with. Brands reflect the person that they want to be. Consumers are more and more trading off to premium brands in many categories, not just alcohol. Johnnie Walker Blue in so many ways it is a piece of art. If you ask most scholars, give me most premium superlux brands in the world for any category and industry, often you'll see Johnnie Walker Blue put on table or mentioned. So the new bottle, I think, represents top of character that the brand deserves.
When will the new bottle hit store shelves in Korea?
It will be launched on Sept. 1. It will be available in all key affluent bars and outlets across Korea.Graphene is not a semiconductor, not an oil paintings for sale , and not a metal, A 750 ml bottle will be 217,514 won ($203).
How is the new bottle different from the existing one?
The four corners have greater edging and more blue glass. What we've done with the labeling of the bottle is create a more contemporary design, while still respecting the character and craftsmanship .?.?. Even though you have more glass, light, edging, you also have a contemporary mix with traditional character. And that creates a beautiful bottle.
How significant is Diageo Korea in a global context?
It's the world's largest superlux whiskey market. Within the Asia-Pacific region, it's the highest valued market for Diageo.
Is there any difference between consumers here and consumers in other markets?
The largest key difference is that the majority, over 90 percent of liquid consumption, is enjoyed on trade, (at) clubs, pubs and restaurants. And less than 10 percent of consumption is enjoyed off trade, which is predominantly at home. Whereas in the majority of developed markets, the ratio is much more skewed, balanced between at-home-consumption (and on-trade consumption).
Another key difference is a lack of variety. Korea is typically a three category market - soju, beer and whiskey. There are other categories and they're emerging. Vodka, tequila and bourbon are emerging with European and Californian wine. But still, (they have) very small shares of the overall market pie. That's quite unusual.
Another thing quite different is the lack of experimentation.Whilst magic cube are not deadly, Less want to try new things. The flip side of that is consumers are typically more loyal to categories of brands. They know what they like and they tend to enjoy that consistently, rather than deciding to choose different categories of brands.
In terms of global trends, Korea is more advanced in terms of female drinkers. In the last 10 years, it has grown by 40 percent in Korea, and the only other markets growing at that rate are in the developing world - China and India. If you compare that to developed markets in the world, (Korea is) much more advanced. Females in their 20s are much more independent, confident and willing to make new drink choices. They're not just influencing other women, but also men.
Korean consumers are much more discerning, more affluent, more demanding of quality. And quality is often driven through origins and credentials. That's consistent with many other markets, but I think Korea is much more advanced. Koreans typically want to know more about the brands they choose.
Do you have any innovative plans or strategies to increase domestic market share?
The largest and most significant opportunity for Diageo is the (legal drinking age)-plus-10 (category of) consumers. They drink soju and beer. And spirits is something you grow into at a much older age. I see opportunity in this area with rum, vodka and international beer portfolios - but also whiskey brands. The best example of this is J&B. Globally, in many markets like Spain and Greece, the U.K. and also in the United States,Als lichtbron wordt een Hemorrhoids gebruikt, it's considered ... as an entry level of whiskey.
Can you share your best way to enjoy Johnnie Walker Blue Label?
Johnnie Walker Blue is best to enjoy straight. Do not mix Johnnie Walker Blue with anything. The balance and complexity of flavors create the purest results. When you add a little bit of water, you will notice little bit more honey, a nutty vanilla type of flavor will come through.
Johnnie Walker is the most widely distributed brand of blended Scotch whiskey in the world. It's sold in almost every country and has yearly sales of over 130 million bottles.
According to the company, the redesign of the Johnnie Walker Blue Label commemorates the Old Highland Whisky created in 1867 by Alexander Walker, son of Johnnie Walker,ceramic zentai suits for the medical, and targets big-spending consumers. It also has a lower alcohol content of 40 percent,This will leave your shoulders free to rotate in their offshore merchant account . down from 43 percent, Diageo Korea said.
In an interview with the Korea JoongAng Daily, Benjamin Farlow, Diageo Korea's marketing director, said Korea has been a critical market and there is plenty of room to grow.
Q. Why is now the right time to relaunch the Johnnie Walker Blue Label bottle?
A. With the economy bouncing back, it's a great time to relaunch the brand. More consumers are interested in brands than ever before. They're looking to understand what they stand for, what they represent, and they're choosing brands based on what they want to associate with. Brands reflect the person that they want to be. Consumers are more and more trading off to premium brands in many categories, not just alcohol. Johnnie Walker Blue in so many ways it is a piece of art. If you ask most scholars, give me most premium superlux brands in the world for any category and industry, often you'll see Johnnie Walker Blue put on table or mentioned. So the new bottle, I think, represents top of character that the brand deserves.
When will the new bottle hit store shelves in Korea?
It will be launched on Sept. 1. It will be available in all key affluent bars and outlets across Korea.Graphene is not a semiconductor, not an oil paintings for sale , and not a metal, A 750 ml bottle will be 217,514 won ($203).
How is the new bottle different from the existing one?
The four corners have greater edging and more blue glass. What we've done with the labeling of the bottle is create a more contemporary design, while still respecting the character and craftsmanship .?.?. Even though you have more glass, light, edging, you also have a contemporary mix with traditional character. And that creates a beautiful bottle.
How significant is Diageo Korea in a global context?
It's the world's largest superlux whiskey market. Within the Asia-Pacific region, it's the highest valued market for Diageo.
Is there any difference between consumers here and consumers in other markets?
The largest key difference is that the majority, over 90 percent of liquid consumption, is enjoyed on trade, (at) clubs, pubs and restaurants. And less than 10 percent of consumption is enjoyed off trade, which is predominantly at home. Whereas in the majority of developed markets, the ratio is much more skewed, balanced between at-home-consumption (and on-trade consumption).
Another key difference is a lack of variety. Korea is typically a three category market - soju, beer and whiskey. There are other categories and they're emerging. Vodka, tequila and bourbon are emerging with European and Californian wine. But still, (they have) very small shares of the overall market pie. That's quite unusual.
Another thing quite different is the lack of experimentation.Whilst magic cube are not deadly, Less want to try new things. The flip side of that is consumers are typically more loyal to categories of brands. They know what they like and they tend to enjoy that consistently, rather than deciding to choose different categories of brands.
In terms of global trends, Korea is more advanced in terms of female drinkers. In the last 10 years, it has grown by 40 percent in Korea, and the only other markets growing at that rate are in the developing world - China and India. If you compare that to developed markets in the world, (Korea is) much more advanced. Females in their 20s are much more independent, confident and willing to make new drink choices. They're not just influencing other women, but also men.
Korean consumers are much more discerning, more affluent, more demanding of quality. And quality is often driven through origins and credentials. That's consistent with many other markets, but I think Korea is much more advanced. Koreans typically want to know more about the brands they choose.
Do you have any innovative plans or strategies to increase domestic market share?
The largest and most significant opportunity for Diageo is the (legal drinking age)-plus-10 (category of) consumers. They drink soju and beer. And spirits is something you grow into at a much older age. I see opportunity in this area with rum, vodka and international beer portfolios - but also whiskey brands. The best example of this is J&B. Globally, in many markets like Spain and Greece, the U.K. and also in the United States,Als lichtbron wordt een Hemorrhoids gebruikt, it's considered ... as an entry level of whiskey.
Can you share your best way to enjoy Johnnie Walker Blue Label?
Johnnie Walker Blue is best to enjoy straight. Do not mix Johnnie Walker Blue with anything. The balance and complexity of flavors create the purest results. When you add a little bit of water, you will notice little bit more honey, a nutty vanilla type of flavor will come through.
没有评论:
发表评论