Take Five - Dr Deokjin Choi

Dr Deokjin Choi 

President and CEO, Korean Air, Catering and Duty Free 

In 2010, Deokjin was made Managing Vice President at Korean Air and given overall
responsibility for the cabin crew on the aircraft. What better way to understand how they work than to fly with them and see what they do on a day-to-day basis. He noticed that Scotch Whisky was being sold onboard the flights, but the crew just had a basic understanding of the product.

With a Phd in Aviation Business Administration, this sparked Deokjin’s curiosity and he began to explore the stories and history behind the whisky brands. He became fascinated with Scotch and shared his findings with the crew, which boosted their confidence and helped with customer interaction, ultimately increasing sales.

The relationship with Chivas Brothers began in 2019, as Deokjin became drawn to the heritage behind Pernod Ricard. The partnership is strong, with Chivas offering Korean Air passengers exclusive in-flight only releases.

“This is my first visit to Scotland, and I keep asking myself–‘why didn’t I come here sooner’”says Deokjin. “I have spent years researching and exploring the world of Scotch Whisky–so being here finally feels like meeting a legend in real life.”

Scotch Whisky is popular in Korea, especially with young adults. The demand for premium brands remains strong and Korean Air counts itself as the world’s leading airline whisky retailer.

“To become a Keeper is truly an honour,” says Deokjin. “For me personally and also on behalf of Korean AirCatering and Duty Free. Our team has worked so hard to raise the standard of inflight whisky retail and I am proud to be part of this global community that celebrates such a timeless tradition.”