Diageo is expanding the launch of W Ice by Windsor

Diageo is expanding the launch of W Ice by Windsor

Diageo's South Korea unit is pinning its hopes on a new spirits innovation as consumers move away from the blended Scotch whisky category.

The company said it will expand the launch of W Ice by Windsor, a 35% abv spirits drink that uses blended Scotch mixed with with dates and dried fig essence, to Jeju island. W Ice was first rolled out in March to Busan and Yeongnam, where Diageo claims consumer reaction was positive.

"We are optimistic that the Jeju launch will be a great opportunity to expand the consumer base for W Ice by Windsor," said Cho Kil-soo, head of Diageo Korea.

W Ice is available in 45cl bottles for KRW24,530 (US$21.60).

South Korea's alcohol market has seen a move away from Scotch in recent years as younger consumers switch from brown to white spirits and choose cheaper beer and soju options. Last month, Diageo Korea announced a price jump for three of its Scotch brands as it was forced to respond to falling demand.

Meanwhile, Kil-soo told the Korea Times that the unit will launch more aggressive marketing for Guinness after sales jumped by 50% this year.