Johnnie Walker Blue’s bottles redone with classy makeover(2)
Is there any difference between consumers here and consumers in other markets?
The largest key difference is that the majority, over 90 percent of liquid consumption, is enjoyed on trade, (at) clubs, pubs and restaurants. And less than 10 percent of consumption is enjoyed off trade, which is predominantly at home. Whereas in the majority of developed markets, the ratio is much more skewed, balanced between at-home-consumption (and on-trade consumption).
Another key difference is a lack of variety. Korea is typically a three category market - soju, beer and whiskey. There are other categories and they’re emerging. Vodka, tequila and bourbon are emerging with European and Californian wine. But still, (they have) very small shares of the overall market pie. That’s quite unusual.
Another thing quite different is the lack of experimentation. Less want to try new things. The flip side of that is consumers are typically more loyal to categories of brands. They know what they like and they tend to enjoy that consistently, rather than deciding to choose different categories of brands.
In terms of global trends, Korea is more advanced in terms of female drinkers. In the last 10 years, it has grown by 40 percent in Korea, and the only other markets growing at that rate are in the developing world - China and India. If you compare that to developed markets in the world, (Korea is) much more advanced. Females in their 20s are much more independent, confident and willing to make new drink choices. They’re not just influencing other women, but also men.
Korean consumers are much more discerning, more affluent, more demanding of quality. And quality is often driven through origins and credentials. That’s consistent with many other markets, but I think Korea is much more advanced. Koreans typically want to know more about the brands they choose.
Do you have any innovative plans or strategies to increase domestic market share?
The largest and most significant opportunity for Diageo is the (legal drinking age)-plus-10 (category of) consumers. They drink soju and beer. And spirits is something you grow into at a much older age. I see opportunity in this area with rum, vodka and international beer portfolios - but also whiskey brands. The best example of this is J&B. Globally, in many markets like Spain and Greece, the U.K. and also in the United States, it’s considered ... as an entry level of whiskey.
Can you share your best way to enjoy Johnnie Walker Blue Label?
Johnnie Walker Blue is best to enjoy straight. Do not mix Johnnie Walker Blue with anything. The balance and complexity of flavors create the purest results. When you add a little bit of water, you will notice little bit more honey, a nutty vanilla type of flavor will come through.
