Significant growth of the international whisky market, “up by 58%" compared to 2019
The growth of the international whisky market is attributable to increased interest to whisky which led various offer such as malt & high end category and whisky consumption among young adults, especially female, and changing dining culture including home occasion
In 2021, Ballantine’s led the international whisky market growth through trend leading marketing activities
Pernod Ricard Korea today announced that it selected Ju Ji-hoon and Minho as the new brand ambassadors of the modern classic scotch whisky brand Ballantine's and launch the new global campaign “Time Well Spent" to solidify its position as a leading whisky brand in Korea.
Pernod Ricard Korea will hold a press meeting at King's Vacation in Dragon City, Yongsan, Seoul on January 12, where it explains the growth and background of the international whisky market and the contribution of Ballantine's to the growth.
At this meeting, Kim Kyung-yeon, marketing director of Pernod Ricard Korea, said that the domestic imported whisky market showed exceptional growth in 2021, up by 58% compared to 2019. As the background of this growth, she explained that as interest in whisky increased, the malt whisky and high-end whisky categories saw significant growth in addition to Scotch whisky, which has been mainstream in the Korean market. They grew by 59% and 64%, respectively, from the previous year. Kim added that the range of whisky consumers has also expanded. Breaking the stereotype that whisky is alcohol for adults, the consumption rate of whisky among people in their twenties increased by 3% in 2021 compared to 2019, and the proportion of women drinking whisky also jumped by 7%, driving the growth of the below 17yo whisky category.
In addition, as people share various ways to drink whisky, such as highballs and cocktails, more people think that they can enjoy whisky casually with dining and drinking at home occasion.
“Ballantine’s, the most popular Scotch whisky brand in Korea, has been at the center of these three prominent whisky industry trends over the past year as an industry leader," said marketing director Kim. "In 2021, Ballantine's led the Korean imported whisky market, driving the market growth.”
Behind the growth were Ballantine's unique marketing activities. They include:
Launch of Ballantine's three single malts and lineup expansion, which marked the beginning of the growth of the single malt category; Operation of Ballantine's pop-up space where consumers can experience the contemporary sensibility of Ballantine's single malts; Creation of an exclusive drink ritual kit for Ballantine's 30 Year Old and collaboration with trendy bars and luxury restaurants; launch of Ballantine's 7YO Bourbon Finish, which helped change the stereotype about traditional Scotch whisky Ballantine's with the slogan "New Attitude"; Launch of a whisky pairing menu with Ballantine's 17YO Artist Edition 2 in collaboration with a restaurant leading the Korean dining culture.
As a key marketing strategy for 2022, Ballantine's has selected actors Ju Ji-hoon and Choi Minho as brand ambassadors and launched the global campaign "Time Well Spent" in a bid to strengthen its position as a modern classic icon with the two actors who are close friends.
Ballantine’s global campaign "Time Well Spent" has implicitly conveyed the value of time and the importance of relationships that Ballantine’s believes in. Under the slogan "Time Well Spent," a new Ballantine's campaign video featuring Ju Ji-hoon and Choi Minho highlights the value of time and dreams as the two close friends discuss their dreams, aspirations, and things they want to do in the future. With the video, Ballantine's delivers the message that the value of time is doubled when friends realize their dreams together beyond having their own dreams. The high quality video focused on the dreams of these popular actors is expected to resonate with many consumers.
“The growth of international whisky market has been driven by the consumer valuing the time which is also the Ballantine’s core value” and “In 2022, Ballantine's will focus on strengthening the brand’s unique premium and modern image while approaching to a wide range of generations who value their taste and lifestyle by inspiring them through relevant contents in collaboration with the new brand ambassadors Ju Ji-hoon and Minho," said Kim. “We will continue to solidify our position as a brand leading premium lifestyles with various marketing activities that elevate consumers’ lifestyles including Ballantine’s new campaign.”
Ballantine’s 2022 global campaign "Time Well Spent" with Ju Ji-hoon and Choi Minho can be found on Ballantine’s official Instagram page.
페르노리카 코리아(Pernod Ricard Korea) 페르노리카 코리아(Pernod Ricard Korea)
페르노리카 코리아(Pernod Ricard Korea) 페르노리카 코리아(Pernod Ricard Korea)
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