Royal Salute Hosts 'Art Digital Festival'... Strengthening Artistic Brand Position

Growth of 21-Year-Old Premium Malt Whiskey 'Royal Salute 21-Year Malt'
Expecting to Inspire Various Lifestyles of the MZ Generation

[Asia Economy Reporter Lim Hye-seon] Premium whiskey brand Royal Salute is further strengthening its position as an artistic brand through the ‘Royal Salute Contemporary Art Digital Festival,’ presented in collaboration with five domestic artists.

Royal Salute will hold its second art exhibition, the 'Contemporary Art Digital Festival,' starting on the 19th. The theme of this art festival is ‘The King of Whiskey,’ aligning with Royal Salute’s symbolism as the king of whiskey. Five artists?Kim Sun-woo, Adrian Suh, 275c, Kwaya, and Sung Nak-jin?have created modern artworks inspired by Royal Salute’s entire lineup. Through this, from the 21-year lineup that began in 2021 to the high-end collection of aged whiskies, it offers an opportunity to artistically appreciate the top-tier products that are rarely available for viewing.

At the center of Royal Salute’s leadership in the artistic transformation of the luxury whiskey market is the ‘Royal Salute 21 Year Malt.’ As Royal Salute’s first malt whiskey and its greatest innovation, the ‘Royal Salute 21 Year Malt’ has established itself as a symbol of artistic whiskey. Since its launch in 2019, it has accelerated growth in the luxury whiskey market. The artistic flavor born from the collaboration between the master blender and a world-renowned perfumer, the rarity created by malt aged over 21 years, and the packaging completed by a global artist have satisfied the complex demands of the MZ generation, who enjoy the ‘Royal Salute 21 Year Malt’ not only as a drinking pleasure but also as a stylish fashion statement and a creative lifestyle.

The ten artworks will be available for collection through an online auction on the Seoul Auction website starting next month on the 7th.

Kim Kyung-yeon, Pernod Ricard Korea’s Malt and Luxury Marketing Director, explained, “This event reinterprets the heritage and rich story of a luxury brand through contemporary art and presents it on a more accessible digital platform, attracting great interest not only from luxury whiskey consumers and art collectors but also from the MZ generation.”

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