"K-Liquor Market Rapidly Matures... Enjoying Champagne in Daily Life Too"

Interview with Franz Horton, CEO of Pernod Ricard Korea

Pernod Ricard Korea Launches Maison Mumm RSRV in Korea
CEO Horton: "Sufficient Potential in Korean Champagne Market"
Rapid Adoption of New Alcoholic Beverages Beyond Traditional Forms
New Drinking Experiences Triggered by COVID-19 Will Continue

Franz Horton, CEO of Pernod Ricard Korea, is explaining the newly launched three types of 'Maison Mum RSRV' in an interview with Asia Economy on the 13th.

[Asia Economy Reporter Song Seung-yoon] "The Korean alcoholic beverage market has matured to the point where people seek champagne even on ordinary days."

On the 18th, Franz Horton, CEO of Pernod Ricard Korea, who met with Asia Economy, said, "Through the COVID-19 pandemic, the Korean alcoholic beverage market has entered a mature phase, and we believe the champagne market has sufficient potential. As wine education and consumption increase, interest in champagne is growing day by day."

Pernod Ricard Korea launched three types of the private collection "Maison Mumm RSRV" from the champagne house "Maison Mumm," which has been around since 1827, in Korea. Maison Mumm RSRV is a champagne collection first introduced in 1838, and it was a special product shown only to cellar masters' acquaintances or important guests. It is the only collection containing 100% Grand Cru grapes, consisting of three types: ▲ RSRV Cuvee 4.5 ▲ RSRV Cuvee BLANC DE BLANCS 2015 ▲ RSRV Cuvee LALOU 2008.

CEO Horton said, "The newly released RSRV Cuvee 4.5 blends the finest Pinot Noir and Chardonnay, aged for at least four years, allowing you to experience both intensity and richness. The RSRV Cuvee BLANC DE BLANCS 2015 captures the freshness of the finest Chardonnay grapes. The RSRV Cuvee LALOU 2008 is a premium champagne blended from seven types of the finest Grand Cru wines and aged for 10 years, pairing well with seafood, desserts, oysters, scallops, cheese, and Korean dishes." He added, "Originally, among the five RSRV types, only three were released in Korea due to global stock shortages and other reasons. It is a hope, but it would be great to increase the number in the future."

Maison Mumm Private Collection 'Maison Mumm RSRV' 3 types./Photo by Pernod Ricard Korea

He evaluated that compared to Korea leading the world in music, cosmetics, fashion, and dramas, the alcoholic beverage market had remained in a traditional form for some time. CEO Horton said, "Korea's consumption was centered on soju, beer, and Scotch whisky, but recently it has reached a stage of opening up to new types of alcoholic beverages. However, the speed of following global trends is astonishingly fast, and as experience and knowledge of wine and champagne increase and become familiar, habits such as brand and origin selection and drinking attitudes are expected to be maintained."

He explained that champagne culture can be divided into four major stages. The first stage is drinking at celebratory occasions such as clubs, weddings, and anniversaries. The second stage is enjoying champagne in everyday life when there is a reason to celebrate. The third stage is acquiring more detailed knowledge such as pairing with food. The final fourth stage is spreading not only among certain classes but also to the general public.

CEO Horton said, "Korea has already developed to just below the fourth stage, and more people have started to seek champagne during Chuseok or personal celebrations. Many people want to learn about champagne, and experts have increased, with this phenomenon accelerating due to COVID-19," he explained.

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