This week, Jinro Ballantines, the South Korean unit of Pernod Ricard, will launch “Imperial 17,†which maintains the smooth taste and legitimacy of the super premium whisky.
To support the launch the Imperial has been given a brand new look. It features a bold, confident exterior to enhance the brand image as a successful, magnetic and masculine brand.
Anthony J. Budd, marketing director of the Jinro Ballantines says Imperial will launch a new advertising campaign beginning in mid-June to support the newly designed bottle.
There are also plans to launch promotional events and other massive advertisement campaigns through the Imperial Web site.


“Since consumers look for more of an emotional connection to their whisky brand, we will focus on the activity that appeals to them through the launch of the new bottle design and the introduction of advertising campaigns using celebrities who match Imperial’s brand image as a pioneer and a leader,” Budd said.

Source: Korea Times
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This is a bit obscure, one for the far east dweebs, but I love the fact that “Imperial” is the most popular whisky in South Korea. South Korea is one of the most passionately anti-Imperial countries, due to their experience of Japanese Imperialism. I am pretty sure that a Japanese whisky called “Teikoku” (same meaning) would not exactly be welcomed with open arms in Korea. Obviously, the English word does not carry the same connotations, though of course it would in other countries.