[Distribution Hot People] Beyond the Joy of Drinking, Creating Inspiring Royal Salute and The Glenlivet

Kim Kyung-yeon, Pernod Ricard Korea Malt & Luxury Team Marketing Director
Breaking Whiskey Stereotypes with Lifestyle-Integrated Marketing

[Asia Economy Reporter Lee Seon-ae] “Our goal is to create meaningful brands that inspire consumers' lifestyles, not just simple consumption.”

Global liquor company Pernod Ricard Korea is leading the liquor market with bold marketing strategies that provide the experiences consumers desire and meet their diverse needs. At the center of this is Director Kim Kyung-yeon, who is in charge of whiskey brand marketing. As the director of Pernod Ricard’s Malt & Luxury team, he is responsible for marketing whiskey brands such as Royal Salute, Chivas Regal, The Glenlivet, and Aberlour, as well as champagne brands Perrier-Jou?t and Mumm, and the wine-based brand Lillet.

On the 20th, Director Kim Kyung-yeon told Asia Economy, “The whiskey market, once dominated by the perception that it is ‘men’s drink’ or ‘uncle’s drink,’ is now seeing an increase in consumers enjoying the high quality and rich flavors of various Scotch and single malt whiskeys being released. Additionally, with the rise of single-person households and the emergence of the millennial generation, trends like home drinking and home parties are breaking those stereotypes.”

Generally, whiskey is perceived by consumers as a “man’s drink” or “expensive drink,” making it feel difficult to approach. Director Kim chose a strategy of offering various lifestyle experiences and content to eliminate such prejudices and present a brand experience that goes beyond just “a drink to consume.”

Last year, Director Kim’s calendar was busy. The luxury whiskey Royal Salute underwent a full brand renewal through collaboration with world-renowned contemporary artists. The brand successfully announced its renewal by hosting exhibitions where contemporary art and luxury whiskey could be enjoyed together. The single malt whiskey The Glenlivet broke the stereotype of being enjoyed mainly at malt bars by participating in outdoor music festivals, expanding consumer touchpoints. Luxury champagnes Perrier-Jou?t and Mumm are actively promoting champagne in the domestic market by presenting new strategic directions. The wine-based Lillet targeted trendy, style-conscious female consumers, collaborating with singer Kevin Oh and launching hotel staycation (a combination of hotel and vacation) packages, which received high acclaim.

Through marketing that resonates with consumers and differentiated strategies like these, brands such as Ballantine’s, Royal Salute, Absolut, and Perrier-Jou?t have gained strong support and stood out in the market. Pernod Ricard is also gaining momentum in leading the prestige liquor market trends by satisfying the demands of millennials who pursue small luxury and luxury whiskey enthusiasts alike.

Director Kim said, “I believe that the atmosphere of the organization is most important behind innovative marketing activities. The company actively supports each employee’s ownership and innovative ideas with an open mindset. Because of an organizational culture that views potential risks as opportunities for growth and learning, we were able to propose ideas and achieve good results.”

Finally, he expressed his aspirations, saying, “It is a great pleasure to strive to meaningfully connect with consumers based on a highly competitive brand portfolio. Going forward, I will do my best to be a meaningful medium that provides various inspirations and vitality to the industry, consumers, colleagues, and juniors through innovative marketing.”

This content was produced with the assistance of AI translation services.