Pernod Ricard uncovers surprising parallels between Scotland and Jeju’s haenyeo culture

Introducing an imported liquor brand to consumers involves far more than simply advertising it, placing it on shelves and waiting for sales to rise, according to Frantz Hotton, CEO of Pernod Ricard Korea, a leading importer of spirits and wine. To create a deeper, more lasting impact in the market, the brand must be supported by sophisticated, captivating marketing that leaves a memorable impression on consumers. For Hotton, winning over Korean consumers isn’t about imposing globally renowned brands upon them. Instead, it’s about approaching the market with humility — finding common ground with local consumers and demonstrating how these brands can seamlessly integrate into Korean society in a mutually beneficial way. The strategy proved effective when Hotton set out to introduce Aberlour — a Scotch whisky brand first launched in the 1880s and now owned by the Pernod Ricard Group — to the Korean market. Rather than rushing the process, he took time to find a meaningful cultural connection between Scotland and Korea. He discovered a compelling parallel: Both Scotch whisky makerWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times