Scotch whiskey brand ‘Winsor’, which parted ways with Diageo Korea, is looking for a new growth engine in the home channel instead of the entertainment channel.
Nam Kyung-hee, CEO of Windsor Global, held a press conference at the company’s headquarters in Yeongdeungpo-gu, Seoul on the 29th and said, “Currently, home-use whiskey is growing the most in the market, so we plan to base our growth on home-use whiskey,” adding, “We have been investing heavily since being spun off from Diageo.”
Originally, before the spin-off, Windsor was a brand within Diageo that was more focused on entertainment channels than home. However, the pandemic brought about a major change in the whisky market. The axis of consumption began to shift from entertainment to home channels. This change was not positive for Windsor, which was a ‘entertainment powerhouse.’ Diageo’s sale of Windsor was also part of a structural improvement plan to reduce brands focused on entertainment channels and expand products for popular brands.
Currently, home use accounts for less than 10% of Windsor’s total sales channels. However, CEO Nam Kyung-hee believes that greater growth upside is expected as home use channels are expanding. He said, “Our goal is to increase home use sales to 30% over a mid- to long-term plan of about three years,” and “We are also exploring new products, new main products, and new categories.”
First, we plan to release a gift set for the upcoming Chuseok holiday, providing consumers with a chance to drink it and informing them of the product’s capabilities. CEO Nam Kyung-hee said, “I think the holiday is the most reasonable time to purchase all types of alcohol, including whiskey. Many people drink it themselves or give it as a gift, so we also see this period as a great opportunity,” and explained, “We created the gift set to get closer to consumers with a more sophisticated premium package.”
This gift set consists of three types of Windsor: 12, 17, and 21. In particular, the gift set includes glasses to help you enjoy the aroma and taste of each whiskey. The Windsor 12-year package includes a nosing glass, and the 17-year and 21-year packages include glasses from the famous French glassware brand ‘Leman Glass’, which further highlight the charm of Windsor whiskey.
A Windsor Global representative said, “We are delighted to be able to present the deep flavor of Windsor and the luxury of Leman Glass together through this premium gift set,” adding, “We expect that this will be a meaningful gift that takes into account Windsor’s excellent quality and the recipient’s feelings during this Chuseok, a special gift that elevates the class of the holiday and a time to express gratitude to family and friends.”
Meanwhile, Windsor Global is a company that Diageo Korea spun off from its Windsor business division in 2022. It was later sold to Pinetree Asset Management at the end of last year.
Although it is a domestic company, the whiskey produced by the Windsor brand is imported into Korea as a finished product after all processes from manufacturing to bottling are done in Scotland. The country of origin of the actual product is marked as Scotland.
Reporter Yoon Woo-yeol, Donga.com, [email protected]
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2024-08-29 10:03:34