Diageo Korea to explain why whiskey age matters

Diageo Korea will launch a campaign aimed at enhancing awareness of why the age of a whiskey matters to spirit drinks.

The older the whiskey is, the better the taste and flavor becomes, and the company hopes consumers will be able to better appreciate the whiskey-based spirit drink they consume. These spirit drinks are based on whiskey but have a lower alcohol content of under 40 percent.

The Korean unit of the British spirits and beer giant will post adverts for the campaign titled, “How old are you,” on buildings in southern Seoul and launch various promotions to increase understanding about the age of whiskey.

Diageo will also promote whiskey-based sprit drinks that is 12 and 17 years old, relatively young compared to whiskey.

“The theory that whiskeys that are labeled with an age are good and those that aren’t are bad isn’t appropriate,” said a Diageo Korea spokesman.

BY SEO JI-EUN [seo.jieun@joongang.co.kr]