Golden Blue Targets Young Consumers with Quartz Highball Campaign

Golden Blue is expanding its brand presence in dining establishments favored by young consumers by promoting its whiskey, 'Golden Blue Quartz,' through highballs.
 
On September 23, Golden Blue announced the launch of its second campaign, 'Quartz in the City,' in collaboration with the premium highball specialty store Nakasu Highball Club.
 
This collaboration will take place at 'Midnight Diner Tenjo' and 'Haikumo' in Bukgajwa-dong, starting today. Both venues will offer a limited-time highball called 'Shine Bombsawa,' made with Golden Blue Quartz and fresh grapes.
 
The drink features whole frozen fruits instead of ice, which helps maintain the flavor of the highball over time.
 
'Quartz in the City' is a collaborative campaign aimed at developing highball menus that align with the food and atmosphere of each dining establishment.
 
Golden Blue held its first event last month at the handmade fish cake bar 'Shunno Oden' in Nonhyeon-dong. With the collaboration in Bukgajwa-dong, the company plans to expand partnerships with restaurants in areas frequented by the 2030 generation.

Golden Blue Quartz is a 36.5-degree whiskey launched in October 2024, made from Scotch whiskey essence. It was introduced by Golden Blue to target the home drinking and home party markets, appealing to younger consumers.

In July, Golden Blue also released a package that included a highball-specific glass and recipe book with the 700ml Quartz product, continuing its marketing efforts focused on highball consumption.
 
This collaboration with dining establishments aims to enhance consumer experiences with Quartz in various ways alongside food, moving beyond just home product sales.
 
Digital marketing efforts are also underway. The short-form creator project 'Fresh Blue Guys' has accumulated over 39 million engagements across its first three phases, while the YouTube music content 'Golden Blue Relay List' features 15 teams, including Yoonha, Lee Hi, Nell, and Choi Yoori.
 
In addition to expanding product awareness, Golden Blue continues to participate in liquor competitions. Quartz has won gold medals at the Mond Selection in 2025 and this year, and has also received accolades at the San Francisco World Spirits Competition and the International Wine and Spirit Competition (IWSC).
 
Park So-young, CEO of Golden Blue, stated, “We will do our best to expand our connections with the trendsetting younger generation through stores that will be gradually revealed in the future.”