South Korea: Diageo launches Smithwick's ale in the premium segment of the market

Diageo Korea has begun official sales of Smithwick's, an Irish red ale with a 300-year tradition, The Korea Herald reported on April, 15.

The modern craft beer was launched in Korea for the first time in the Asian market in a bid to rev up sales of premium beers, the company said.

Smithwick’s has won seven gold medals from the Monde Selection, a top quality institute that tastes and tests consumer products, for its rich ale flavor and refreshing taste.

Unlike lager, which uses only carbonic acid, Smithwick’s uses what is called “hybrid gas,” made through a combination of nitrogen and carbonic acid.

“The premium beer market is continuing growth thanks to the diversification of beer consumption,” said Kim Jong-woo, chief executive of Diageo Korea.

“To meet such consumer tastes, we launched Smithwick’s for the first time in Asia, and plan to make it a beer brand that represents Diageo Korea with Guinness, which is showing steady growth.”

Smithwick’s has an alcohol content of 3.8 percent and is priced 1,900 won for a 330-milliliter bottle and 2,460 won for a 440-milliliter can, before VAT.

18 April, 2012