Local companies look to woo new customers with wine and whiskey

Domestic liquor companies are beginning to develop their own wines along with importing selections from overseas in an effort to diversify their businesses, deeming soju and beer alone no longer sufficient.

Shoppers browse the wine section at a large mart in Seoul on Oct. 28. [YONHAP]

Domestic liquor companies are beginning to develop their own wines along with importing selections from overseas in an effort to diversify their businesses, deeming soju and beer alone no longer sufficient.

HiteJinro introduced Jinro Red Wine on Tuesday, jointly developed with Carlo Pellegrino, an Italian winery. This is the first time HiteJinro has developed its own wine. In 2015 the liquor company started selling imported wine in Korea.

The familiar image of a toad, HiteJinro’s mascot, will be printed on the bottles to make it more recognizable for consumers.

A sun-drying method which sees grapes harvested late so that they are dried naturally was applied for a fruity flavor and a lingering aftertaste, according to HiteJinro.

HiteJinro said it spent three years on product development and consumer research for Jinro Red Wine.

Jinro Red Wine will be sold for 20,000 won ($14.60) at 30,000 won at convenience stores, large marts and department stores nationwide, according to the company.

HiteJinro's Jinro Red Wine [HITEJINRO]

It’s not only HiteJinro that is exploring new alcohol products. With the increased popularity of “home-drinking” culture due to the pandemic, the demand for wine and whiskey has increased. Domestic wine imports reached a record high of $559.81 million last year, according to the Korea Customs Service.

Lotte Chilsung Beverage is expected to break ground on a whiskey distillery facility on Jeju Island in the first half of next year. Most whiskey products are imported or simply bottled in the country.

“We are preparing to create a ‘K-whiskey’ that is made in Korea from start to end,” said a spokesperson from Lotte Chilsung Beverage. “As the demand for wine and whiskey increases, we are promoting this as a new growth business.

Lotte Chilsung Beverage is also in the process of buying a winery oversea and is currently reviewing the sale, said the spokesperson.

Shinsegae Liquor & Beverage (L&B) is also considering establishing a whiskey distillery according to the company, although when construction will begin has not been announced. Earlier this year, Shinsegae Property acquired American winery Shafer Vineyards for approximately $218 million.

“We are planning to expand our business after sensing a change in how consumers perceive whiskey, which was previously considered a drink that only old men drank,” said a spokesperson from Shinsegae L&B.

BY CHOI SUN-EUL [lim.jeongwon@joongang.co.kr]