“Paul Jaboulet Aîné Hermitage La Chapelle 2003,” now available at convenience stores. (Photo courtesy of GS25)
SEOUL, Oct. 14 (Korea Bizwire) — As wine consumption rises with the arrival of autumn, South Korea’s convenience store chains are racing to differentiate their wine selections, forging partnerships with global distributors and wineries to appeal to increasingly sophisticated local palates.
GS25 said its smart liquor pre-order platform, Wine25Plus, has recorded 500 million won ($365,000) in cumulative sales within seven months of launching “Négociant Direct,” a pre-order wine service developed with French wine wholesaler Négociant.
The program allows customers to pre-order select wines through the Our Neighborhood GS mobile app. Based on orders, GS25 imports wines directly from France in limited quantities, which customers can then collect at GS25 or GS The Fresh stores. The model ensures access to rare premium wines at stable prices and reliable supply levels.
One standout success was the Paul Jaboulet Aîné Hermitage La Chapelle 2003, priced near 300,000 won, which sold out rapidly and generated over 100 million won in sales. GS25 attributed its popularity to offering a hard-to-find French vintage at near-local prices.
CU launches “Mmm! Chateau Ste. Michelle Chardonnay.” (Photo courtesy of CU)
Meanwhile, rival chain CU is focusing on affordability, targeting casual drinkers with its house wine brand, “Mmm!” The company recently launched the Mmm! Chateau Ste. Michelle Chardonnay, developed in collaboration with the Washington-based winery. The wine, noted for its rich fruit aroma, is currently being sold for under 10,000 won as part of a promotional discount.
CU reported that sales of wines priced under 30,000 won rose 13.5 percent year-on-year in the January–September period, while the Mmm! series alone surged 60.3 percent.
As competition intensifies, convenience stores are reshaping Korea’s retail wine landscape — offering everything from collectible vintages to wallet-friendly everyday bottles, positioning themselves as unexpected yet increasingly influential players in the nation’s growing wine market.
Lina Jang (linajang@koreabizwire.com)
