INTERVIEW Pernod Ricard offers diverse options for Koreans

Pernod Ricard Korea CEO Frantz Hotton earlier this month introduced Redbreast 15-Year-Old that is on the desk, left. Courtesy of Pernod Ricard Korea

Distributing global whiskeys, spirits, wines and Champagnes in the Korean market, Pernod Ricard Korea CEO Frantz Hotton has recently introduced the Redbreast 15 Year Old from Irish Distillers in Dublin. The non-Scotch whiskey is Hotton's gambit to spur Irish whiskeys in the market, where Scotch varieties still dominate. Nevertheless, the CEO, who has been watching the market closely, believes Redbreast is creating a revolution among the increasing whiskey consumers here.

To him, the most exciting consumer group is Generation Z. He says they are giving vitality to the market with their fresh ideas and needs from the brands they enjoy. And he has learned insights from them.

"Korean consumers are now
enjoying whiskey not just for its flavor but for the enjoyment of delving into the philosophy and history of the brand behind it," Hotton said. "This has led us to diversifying our categories beyond blended Scotch whisky to broaden consumer choices, like Irish whiskeys and bourbon whiskeys. We are suggesting diverse rituals for enjoying whiskeys such as highballs and cocktails and, through collaborations with restaurants and bars, creating a new culture of enjoying whiskeys which extends beyond taste alone."

Kevin O'Gorman, master distiller at Midleton Distillery in Ireland oversaw the entire process of making Redbreast. Courtesy of Pernod Ricard Korea

Hotton believes Redbreast 15 Year Old, launched in Korea earlier this month, will infiltrate the minds of Gen Z and other adventurous whiskey lovers here who are increasingly looking beyond Scotch whiskies. With last year's introduction of Redbreast 12 Year Old, the label's presence here is no longer a risky business. After he introduced a new bourbon whiskey, Rabbit Hole, in Korea last year, the non-Scotch whiskey market here has become even more colorful and attractive.

"We are seeing that Irish whiskey is growing rapidly here thanks to younger drinkers, cocktail culture and rising premiumization," said Hotton. "It means that a greater variety of
whiskeys appeals to those trend-sensitive Korean consumers who value unique experiences. We have seen this with a recent pop-up event Jameson — another Irish whiskey Pernod Ricard distributes in Korea — hosted, which drew over 170,000 visitors. Redbreast, which faithfully adheres to the production method of Irish whiskey from the 1800s, has successfully made its mark in the Korean market, establishing itself as a leader in the premium non-Scotch whiskey segment."

To Kevin O'Gorman who is the master distiller at Midleton Distillery in Ireland, Redbreast is the pride of his "beloved" whiskey-making career. Visiting Seoul for the first time earlier this month to promote the label, he said the heritage of traditional crafting practices sets Irish whiskey apart from its rivals — such as using a mash of malted and unmalted barley and triple-distilling it in a single pot still, a practice kept since the 1800s.

"Our whiskey has stood the test of time," O'Gorman said. "Having delivered uncompromising quality for over 240 years, we are well-placed to talk about heritage
and quality."