Inside look at 4-year mission behind Captain Q's unexpected resurgence
Behind the unexpected resurgence of Captain Q, which returned to the liquor market after an 11-year hiatus, was one man's four-year mission to reinvent the brand. His goal was to make the inexpensive rum-based spirit — once notorious for hangovers so severe that drinkers joked it took two days to recover — appealing to younger consumers without the baggage of its past. Priced at less than 10,000…
Behind the unexpected resurgence of Captain Q, one man embarked on a four-year mission to reinvent the brand. The goal was to make the inexpensive rum-based spirit appealing to younger consumers, overcoming its past reputation for causing severe hangovers. Priced at under 10,000 won ($7.20), Captain Q recently reappeared on the market thanks to a viral advertising campaign starring comedian Lee Sun-min, which paid tribute to 1980s commercials.
A limited-edition release of 12,000 sets sold out within a day of its arrival. Even its Scottish supplier of the rum base expressed surprise, commenting, "Korea is such a dynamic market." Captain Q's revival had been in preparation for the past four years, with Lotte Chilsung Beverage's spirits manager Kim Dong-jun finally relieved that his efforts paid off. On Tuesday, at the company's headquarters in Seoul's Songpa District, Kim appeared relieved.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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