Pernod Ricard Korea’s Scotch whisky brand Imperial has launched new low-alcohol spirit Smooth 12.

As part of the promotion, the company has opened a new pop-up store at Banyan Tree Seoul hotel for its new low-alcohol spirit product. It will host events such as tasting and cocktail-making classes until 30 November this year.

Whisky companies in Korea are planning several marketing and promotion events to cope with declining sales in the country.

Pernod Ricard Korea’s Imperial brand marketing director Kim Kyung-yeon was quoted by koreatimes as saying: “Following the release of Smooth 12, we will improve the dignity of the market for low-alcohol spirits made with 12-year-old whiskies.”

“We will upgrade the market, satisfying the needs of consumers who look for milder liquor.”

The company’s share in the low alcohol-by-volume (ABV) spirits market is said to have increased by 11% over the past 11 months.

Kyung-yeon further added: “The success of the Smooth 17, the first low-proof spirit made with 17-year-old pure malt, has led not only to the growth of the Imperial brand but also the qualitative growth of the low-proof whisky market.

“We will upgrade the market, satisfying the needs of consumers who look for milder liquor.”

Last year, Pernod Ricard Korea introduced Smooth by Imperial, which was made with 17-year-old blended malt. Smooth 17 has a market share of 11%.