The boundary between the liquor industry and the beauty industry is rapidly dissolving. Jo Malone, the founder of the British perfume brand Jo Malone London, launched the vodka brand Jo Vodka earlier this month. The liquor and beauty industries share commonalities in that they are inherently sensory industries, focusing on aroma, taste, and touch. Recently, there has been a growing trend among consumers to value the experiences and philosophies conveyed by brands, a strategy aimed at expanding brand experience to secure a more diverse customer base.
According to the relevant industry on the 29th, Jo Malone introduced the vodka brand Jo Vodka on the 1st in collaboration with Joann Moore, the master distiller of the British liquor corporation Quintessential Brands. This product, which was launched after a year of development, comes in three types: 101 'The Purest', 102 'The Bohemian', and 103 'The Artist.' The three types of Jo Vodka are sold through over 100 duty-free shops worldwide and the Jo Vodka website.
The premium sake brand Dassai from Yamaguchi Prefecture, Japan, launched the skincare brand Dassai Beauty in 2020. The brand's products utilize a component called 'sake lees' generated during the sake brewing process. Upon its launch, a mask pack was introduced, and last year, a moisturizing lotion was released, steadily expanding the product lineup. Known for using extremely refined rice to produce 'junmai daiginjo' sake, Dassai emphasizes purity and sophistication in its beauty products.
Jo Vodka and Dassai Beauty are relatively new brands. There have been cases where perfume brands launched by liquor companies have gained popularity and achieved global fame for nearly 20 years. One such brand is Killian Paris. Killian Paris is a luxury perfume brand launched in 2007 by Kilian Hennessy of the Hennessy family, renowned for its premium cognac. Killian Paris made its debut in the Korean market for the first time in Asia in 2018, opening a store at the Shilla Hotel in Seoul, but it closed during the COVID-19 pandemic. It then opened a flagship store in Hannam-dong last December.
An industry insider noted, "The liquor and beauty industries share commonalities in that they focus on the senses," adding, "The two worlds, which stimulate the olfactory, gustatory, and tactile senses, are increasingly expanding their points of intersection." In fact, Jo Malone expressed at the launch of Jo Vodka, "I have long wondered whether my olfactory sensibilities could be extended to the realm of taste. Jo Vodka is the brand that realized that possibility," stating, "Each vodka is crafted based on a specific emotion, and I hope it can lead the drinker’s moment and mood to a new space."
Some interpretations in the industry suggest that companies adopt such strategies to expand their brand stories and capture a more diverse customer base. This means expanding the brand based on the same identity. For example, Jo Vodka adopted a design similar to Jo Malone's signature perfume bottle. In the case of Killian Paris's signature product, 'Angels' Share,' the fragrance was created with an oak barrel-aged cognac in mind. The product name itself refers to the phenomenon of alcohol evaporating while aging liquor in an oak barrel.
Dassai Beauty is also an extension of its main business, sake brewing. Dassai Beauty stated, "It was born out of a spirit that does not compromise in creating the superb taste of sake," noting that it focuses on the extracts derived from the sake lees generated during the production process.
By maintaining brand identity while expanding their realm, corporations can diversify their customer base. Premium liquors find it challenging to reach female customers, while premium beauty products struggle to attract male customers. However, when liquor brands launch beauty products, it strengthens their connections with female clientele, and when beauty brands launch liquor products, it becomes possible to target male consumers and gourmets.
An industry insider remarked, "Recent consumers focus more on the senses, stories, and lifestyles conveyed by brands rather than functionality. We are in an era where brands do not just sell products but experiences and philosophies," adding, "The expansion of brands across different industries will become increasingly active moving forward."