Who’d have guessed that the rugged Scottish Highlands and Jeju’s legendary women divers would share a cultural thread? Yet that’s exactly what Pernod Ricard Korea’s CEO says lies at the heart of a fresh strategy to bring Scotch whisky into Korean homes — and hearts.
For Frantz Hotton, boss of the spirits giant’s Korean arm, selling Aberlour isn’t just about bottle displays and glossy ads. It’s about connecting stories — and finding respect for traditions that span continents.
Scotch Makers and Sea Women: A Surprising Cultural Echo
Aberlour might be more than a century old, but its spirit is far from stale. In an interview with The Korea Times, Hotton explained how he saw a “very, very relevant link” between the craft of Scottish distillers and Jeju’s haenyeo — the island’s famous female divers who harvest seafood by hand.
It sounds unlikely, right? Yet both are built on generations of practice, passed down through families. Both face the same tug-of-war: hold onto precious heritage while embracing change.
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Scotch whisky — for all its tartans and centuries-old stills — is still adapting to new drinkers and global tastes. Meanwhile, the haenyeo, many of whom are well into their 70s and 80s, continue to dive deep even as modern fishing and tourism shape their island.
A Strategy Rooted in Humility
So why does this cultural crossover matter? For Hotton, it’s proof that the best way to sell an iconic global brand in Korea isn’t to bulldoze in with bagpipes and casks.
Instead, he believes the secret is humility — and patience. “We strived to not just bring Scotch whisky products but to connect the heritage of our brands and British culture with Korean culture,” Hotton said.
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It’s a far cry from cookie-cutter campaigns that simply push a bottle onto shelves. The Aberlour push has seen Pernod Ricard roll out localised messages, events and tastings that feel less like hard sells and more like cultural exchanges.
Aberlour’s New Korean Story
For many Korean whisky fans, Aberlour isn’t new. But its local narrative is shifting — and that’s exactly what Hotton’s team wanted.
Rather than just flaunting the distillery’s age or the smoothness of its single malts, they tapped into Jeju’s culinary scene, too. It’s a clever twist: pairing Scotland’s liquid gold with the island’s fresh catches, all caught by the haenyeo who embody grit, pride, and deep respect for nature.
Here’s what Pernod Ricard’s approach looks like in action:
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Whisky tastings paired with Jeju seafood.
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Local storytelling events celebrating haenyeo heritage.
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Campaigns highlighting parallels between traditional skills and modern pride.
It’s not about whisky alone — it’s about showing how Aberlour can feel at home on Korean dinner tables.
The Bigger Picture: How British Brands Are Localising
Hotton’s comments come as the British Chamber of Commerce in Korea highlights brands that have cracked the code for winning over local consumers. The message? The one-size-fits-all approach just doesn’t cut it anymore.
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Today’s Korean drinkers are curious and discerning — eager to try new tastes, but also fiercely loyal to traditions that feel authentic. For global players like Pernod Ricard, that means respecting what’s already here instead of simply importing “luxury” from abroad.
What’s Next for Pernod Ricard in Korea?
With Aberlour finding its niche, the next challenge is to keep that balance alive — nurturing the connection without letting it feel forced. It’s a strategy that could help other Scotch brands, too, as Korea’s whisky scene keeps expanding.
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For the haenyeo, meanwhile, the link to Scotland is symbolic — a nod to shared resilience, quiet strength, and heritage that refuses to sink. And for Scotch whisky fans in Seoul and beyond, it’s another reason to savour what’s in their glass — one sip at a time.
