South Korea: Whiskey maker Golden Blue signs exclusive deal to import and distribute Carlsberg’s lager products in Korea

Whiskey maker Golden Blue will enter Korea’s imported beer market, a diversification by the Busan-based company known for trendy low-alcohol whiskeys such as Sappirus, the Korea JoongAng Daily reported on May 9.

Golden Blue said on May 9 it signed an exclusive deal with Danish beer brand Carlsberg to import and distribute its lager products in Korea starting this month.

“The beer industry is vital for Golden Blue to surge ahead as a comprehensive liquor company,” said Kim Dong-wook, CEO of Golden Blue in a statement. “Through Carlsberg, we plan on a diverse, young marketing strategy to develop Carlsberg into a representative European beer in Korea.”

Golden Blue, which in 2009 launched whiskies with lower-than-average alcohol content, quickly became a top-tier player in Korea’s whiskey market, long dominated by imported brands.

In 2017, Golden Blue signed an MOU with traditional liquor company Omy Nara to produce its own versions of Korean liquors.

“Golden Blue wants to tackle Korea’s imported beer market, which has been showing continuous growth despite an overall decline in alcohol consumption nationwide,” the company said in a statement.