Diageo Sweeps Up Rare Scotch Whisky Stocks for 'W 19'

[Asia Economy Reporter Lee Seon-ae] A low-alcohol beverage with an alcohol content of 32.5 degrees has appeared for the first time in the domestic low-alcohol market, which centers around 35 to 36.5 degrees. The protagonists are two products from Diageo Korea: ‘W 19’ and ‘W Honey’. The product that received the most attention is ‘W 19’, a luxury low-alcohol beverage made from Scotch whisky aged for 19 years. Diageo Korea, leading the domestic low-alcohol beverage trend, plans to open the ‘premium low-alcohol beverage market’ and drive growth in the whisky market by not only lowering the alcohol content but also using high-proof whisky.

According to Diageo Korea on the 24th, ‘W 19’ is a specially planned product for Korean consumers despite the global shortage of long-aged Scotch whisky due to its worldwide popularity. According to the Scotch Whisky Association in Scotland, Scotch whisky exports reached ?4.697 billion in 2018, an increase of 7.8% compared to the previous year. In 2019, exports grew by 4.4% to ?4.9 billion compared to 2018, showing continuous growth. The popularity of single malts played a significant role in this growth.

Above all, whisky in oak barrels evaporates over time, reducing the quantity. This is known as the ‘Angel's Share’. Generally, if the whisky is from a distillery producing a certain quality or higher, the higher the age, the better the taste and the greater the rarity, which makes it more expensive. Moreover, not just any whisky is aged for a long time. Only whisky deemed worthy of long aging is selected at the initial stage; otherwise, it would be a waste of time. Both time and quality are necessary.

Despite the shortage of whisky stock, Diageo Korea explains that the reason they could boldly launch W 19 in Korea is because Korea is an important market. Although the Korean whisky market is shrinking every year, it remains a large market. Furthermore, Korean consumers are sensitive to trends and discerning. Therefore, Diageo headquarters also has no choice but to pay more attention to the Korean market. A Diageo Korea official explained, “The decision to supply high-proof whisky stock was made for important Korean consumers.”

For this product, Diageo Korea not only used high-proof stock but also involved the best whisky artisans. For high quality, blending is the most important factor along with excellent stock. Therefore, the top master blender participated. Through the blending of Craig Wallace, the master blender who created ‘Johnnie Walker King George V’, ‘Talisker’, and ‘Laphroaig’, the most important values of whisky?‘aroma’ and ‘flavor’?were further enhanced.

The direction of innovation Diageo Korea pursues with this new product is to lead the latest trends while maintaining the authenticity and quality unique to Scotch whisky. Diageo Korea has already introduced innovative low-alcohol products over the past several years without losing the important value of authenticity in whisky. They also differentiated themselves by introducing aged low-alcohol beverages in a market mostly consisting of unaged low-alcohol drinks.

Lee Kyung-woo, CEO of Diageo Korea, said, “As the leader of the domestic whisky market, Diageo Korea quickly changes and leads trends to specially present this W lineup for Korean consumers.” He added, “Through ‘W 19’, we will provide customers with a luxurious and differentiated value that they have not experienced in existing low-alcohol beverages.”

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