Spirits maker Diageo said Tuesday that it is hoping to expand its presence in the low-alcohol whisky market with the introduction of its new product, W Signature 12.

“(W Signature 12) will allow us to solidify our position in the low-alcohol spirits market following on the heels of our 17-year product,” said Cho Kil-soo, the CEO of Diageo Korea, at a press conference held at the British Embassy in Seoul.

“I believe that W Signature 12 will become a product that will represent a safe, smart choice for consumers.”

W Signature 12 is the third product in the W series, following W Ice in in 2015 and W Signature 17 last year. The W products are spirits made by blending whiskies. W Signature 12 blends whiskies that have matured for at least 12 years.

W Signature 12 has an alcohol by volume of 35 percent.

As the traditional whisky market wanes and the low-ABV market continues to expand, Diageo said it is hoping to expand its presence through interactive marketing strategies to appeal to younger consumers based on quality and design.

“The target is late millennials, consumers in the 35 to early 40s range. In terms of gender, the focus is more on men,” said Chung Sun-min, who heads up marketing at Diageo Korea.

According to Diageo, the firm’s market share in the low-ABV segment has grown from zero percent in 2014 to 20 percent in 2015, 25 percent in 2016 and 28 percent in the first half of 2017. 

By Won Ho-jung 
(hjwon@heraldcorp.com)