Pernod Ricard Korea, the local branch of the world’s second-largest distiller, said Wednesday that it would launch a low-alcohol, fruit-flavored spirit drink, targeting specifically the female consumer class.
The France-based company thus hopes to expand its conventional business, which has been heavily focused on Scotch whisky and elderly male consumers, and to carve its way into the low-alcohol spirit market.
“Eclat by Imperial is our first customized drink for women who pursue a balance between inner passion and outer charm,” said CEO Jean-Manuel Spriet.
“Women have been creating positive changes in modern lifestyle, and Pernod Ricard decided to reflect such influence in its business.”
That is why the company titled the product’s campaign “Woman has her own spirit,” the French CEO added.
Eclat by Imperial, affiliated with the company’s flagship whiskey brand Imperial, is marked for its pomegranate aroma and an alcohol content of 31 percent.
As seen in its name, Eclat, which means radiance in French, the product pictures a woman at her most glamorous moment and its curved shape has been inspired by the aurora, according to officials.
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| Eclat by Imperial |
The product, though named Imperial, is not a 40 degree Scotch whisky, but a whiskey-based spirit.
“Imperial has been a pioneer and leader in the South Korean whiskey market, mostly appealing to male consumers with its authenticity and deep taste,” the CEO said.
“By aligning Eclat with Imperial’s brand name, we displayed our intention to breed it into an iconic product that will stand equal to the decades-long whiskey.”
Also, the alcohol by volume level of 31 percent ― relatively low compared to that of Scotch whiskey ― means that the company will step into the fast-growing low-alcohol beverage market.
Market champion Diageo has already launched W Ice by Windsor, a low-alcohol spirit affiliated with its Scotch whisky brand Windsor. Runner-up beverage manufacturers, such as Lotte Chilsung Beverage and Golden Blue, too, have been expanding their market share with similar products.
“Our five-year research has led to the conclusion that the best way to reach out to potential female customers is to lower the alcohol content to 31 percent and to add a unique, soft flavor to the product,” said Pernod Ricard’s brand manager for Imperial.
“Pomegranate, dubbed the ‘woman’s fruit,’ was the ideal way of adding a female touch to the whiskey-based drink.”
Pernod Ricard’s new spirit will be available at bars starting from the end of July, and its factory price will be 36,300 won ($31.60) for a 450-milliliter bottle.
By Bae Hyun-jung (tellme@heraldcorp.com)
