Drink International Launches Korea's First Premium Whiskey 'Passport'

[Asia Economy Reporter Lee Seon-ae] Drink International announced on the 19th that it will newly launch 'Passport,' the first premium whiskey in Korea, reflecting the Newtro (New+Retro) trend.

The newly launched Passport maintains the authenticity of the green square bottle while transforming into a modern and trendy sensibility. Passport, the first premium whiskey released in Korea in 1984, is a legendary product that ranked first in domestic sales in 1994 and recorded a domestic market share of 49.3%. In 2019, it became a global whiskey selling more than the total domestic whiskey sales worldwide.

In addition to quality, small-sized products that fit the solo drinking trend and reasonable prices are also considered strengths. The ex-factory price (excluding VAT) for 200㎖ is 5,000 KRW, and for 350㎖ and 500㎖, it is 13,600 KRW and 15,500 KRW respectively. The 500㎖ Passport product was released on this day, and the 200㎖ and 350㎖ sizes are scheduled to be released in November.

Kim Il-ju, chairman of Drink International, said, "We re-launched Passport to provide consumers with an opportunity to enjoy whiskey at a reasonable price," adding, "It will be an opportunity to revitalize the stagnant Korean whiskey market." He continued, "It will establish itself as an emotional liquor item for young consumers familiar with Newtro culture beyond retro, and I hope it will be a turning point for the whiskey market to revive within the next 3 to 5 years."

First launched in 1965 by master blender Jimmy Lang, Passport is the iconic blended Scotch whiskey of Chivas Brothers. It uses signature whiskey matured liquid from the Glen Keith distillery in Scotland's Speyside region and is a global brand selling 1.7 million cases annually worldwide (the total domestic whiskey sales volume is about 1.5 million cases). It is popular as a casual whiskey that anyone can enjoy lightly and without burden.

Passport, first released domestically on July 1, 1984, is Korea's first premium whiskey made with 100% Scottish whiskey liquid, unlike similar whiskeys (Grade 1 whiskey) that mixed whiskey liquid with ethanol before then. The British government officially allowed the use of the title 'Scotch Whiskey' starting with this product. At that time, three premium whiskey products were released by three specialized whiskey companies: Passport, Berry Nine Gold King, and VIP. However, Passport is the only product that has been steadily sold worldwide to this day. Passport is an indispensable product in the history of Korean whiskey.

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