As Korea's imported whisky market contracts under the weight of an economic downturn and rising prices, Taiwanese premium whisky led by "Kavalan" is gaining ground.
According to the Korea Customs Service on the 19th, in the first half of this year, Korea's whisky imports totaled $100.26 million (about 183.8 billion won), down 14.9% from a year earlier. During the same period, imports of U.K. whisky, the No. 1 by country, fell 14.4% to $80.856 million (about 111.6 billion won), and the No. 2 United States declined 19.2% to $9.729 million (about 13.4 billion won).
Japan, in third place over the same period, decreased 12.8% to $4.536 million (about 6.2 billion won), and Ireland, in fifth, fell 35.8% to $1.591 million (about 2.1 billion won).
In contrast to this downward trend, Taiwan, in fourth place, saw whisky imports rise 59.1% to $2.174 million (about 2.9 billion won). A liquor industry official said, "In the past, the No. 4 whisky importing country was Ireland," and added, "You can see that Taiwanese products have gained recognition in the domestic whisky market."
Taiwan's surge is credited to its flagship brand, Kavalan. Kavalan's history is not long, with its first product released in 2008. However, it has won multiple times at international whisky tastings and awards. This year, at the 16th International Whisky Competition (IWC), it won three crowns: ▲ whisky of the year ▲ distillery of the year ▲ master distiller of the year.
In particular, "Kavalan Solist Oloroso Sherry Cask" boosted its profile after being known as a whisky favored by RM, a member of the idol group BTS, and appearing in director Park Chan-wook's film "Decision to Leave." According to the Kavalan Distillery, Kavalan's shipments last year rose 115% from the previous year. First-half shipments this year also increased 80% from a year earlier.
Kavalan's strength is its distinctly rich flavor. The industry assesses that, thanks to a hot and humid climate with average summer temperatures exceeding 30 degrees Celsius, one year of aging is similar to three to four years for Scotch whisky. On top of that, Kavalan is building brand value by expanding through story, taste, and experience.
A Kavalan Distillery official said, "Kavalan is not simply making whisky, but providing taste, story, and experience at the same time," and added, "Through brewery tours, tasting experiences, and sales of distillery-limited whiskies, we are working to instill the image of 'whisky enjoyed by the younger generation.'"
A liquor industry official said, "Taiwan, which is drawing global attention for its semiconductor industry, is also creating a distinct identity in the whisky market," and added, "There is potential to reshape the landscape of Korea's premium whisky market, which has been centered on the United Kingdom and the United States."
Myoung Wook, a professor in the Department of Barista and Sommelier at Sejong Cyber University, said, "Among consumers who have experienced Scotch and bourbon whiskies, demand for new flavors is growing," and added, "Interest in whiskies from nontraditional countries, including Taiwanese whisky, will rise further. How far you can extend the consumer experience is key."