Pernod Ricard Korea Appoints Ju Ji-hoon and Minho as Valentine Brand Ambassadors

[Asia Economy Reporter Seungjin Lee] Pernod Ricard Korea announced on the 12th that it has jointly selected actors Ju Ji-hoon and Minho as the new brand ambassadors for the Scotch whisky brand Ballantine's. Through the new global campaign "Time Well Spent," the company aims to solidify its position as the leading whisky brand in Korea.

On the same day, Pernod Ricard Korea held a press conference at Kings Vacation in Dragon City, Yongsan, Seoul, where it introduced the growth of the domestic imported whisky market, its background, and the activities of Ballantine's, which is at the center of this growth.

At the event, Kim Kyung-yeon, Executive Director of Marketing at Pernod Ricard Korea, explained that the domestic imported whisky market showed an unprecedented growth of 58% in 2021 compared to 2019. This was influenced by the growth of malt whisky and high-end whisky, which increased by 59% and 64% respectively as of December 2021, in addition to the previously dominant Scotch whisky.

The expansion of the whisky consumer base also led to the market growth. Breaking the stereotype that whisky is a drink for middle-aged and older adults, the whisky consumption rate among people in their 20s grew by 3% from 2019 to 2021, and the proportion of female whisky drinkers increased by 7%. Additionally, the popularity of various whisky-based drinks such as highballs and cocktails after COVID-19 also had an impact.

Pernod Ricard Korea plans to strengthen its position in the whisky market this year by jointly selecting actors Ju Ji-hoon and Minho as brand ambassadors for Ballantine's and launching the global campaign "Time Well Spent." The global campaign succinctly conveys Ballantine's values of time and the importance of relationships.

Executive Director Kim said, "With Ballantine's new campaign and various marketing activities that enhance consumers' lifestyles, we will continue to firmly establish the brand as a leader in premium lifestyle."

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