Pernod Ricard is to embark on a marketing drive in South Korea as it looks to boost its presence in the Asian market after last year's takeover of Allied Domecq.

The French drinks giant said today (11 July) that its subsidiary in South Korea, Jinro Ballantines, would give fresh impetus to its whisky, wine and Champagne brands in the country.

Reports from South Korea claimed that Pernod planned to hike its marketing expenditure in the market by up to 25% this year. A Pernod spokesman in Paris refused to be drawn on the figures but said the company would look to bring marketing investment in South Korea "back to normal figures".

"There was under-investment in marketing in South Korea under Allied," he said. The spokesman added: "We have a premium whisky brand there called Imperial and we believe another, Ballantine's, could also be very, very powerful."

The spokesman said that Pernod would look to push ex-Allied brand Perrier Jouet onto the Korean market, while adding wine brand Montana to its portfolio of brands there.

"It's a small market (for Champagne) but we think it has some potential because of the demand for premium products there. Even with low volumes, there are such high margins."