Sparkling wine thrives in Korea as drinking trends change

[Graphics by Song Ji-yoon and Minu Kim]

The Covid-19 pandemic saw South Koreans shift their drinking locations from outdoor venues to the comfort of their own homes. While the popularity of wine, which was once on the rise, is declining, sparkling wines, and champagne in particular, are carving out a solitary growth trajectory to buck the trend of declining wine and whiskey consumption.

A culture of enjoying sweet low-alcohol beverages, particularly among the younger generation, is contributing to the continued success of sparkling wines. The trend has gained momentum as social gatherings at home increased during Covid-19’s endemic phase, with the Instagrammable appeal of champagne adding to its allure. Reflecting this trend, convenience stores have started introducing champagne subscription packages.

According to sources on Sunday, the import value of sparkling wines, including champagne, saw a remarkable 7 percent increase in 2023 to total $105.2 million and top white wine imports. This marked the first-time champagne imports surpassed the $100 million-mark since data compilation began. In contrast, both red and white wine imports decreased during the same period, with red wine seeing a 21 percent drop and white wine a 13 percent decline.

Convenience stores, which have become a mainstay of the liquor sales channel along with department stores and large groceries, are expanding their champagne selections, with convenience store chain 7-Eleven holding the industry’s first ‘Grand Cru Wine’ promotion throughout March 2024 and selling one billion won ($76,000) worth of champagne just two days after the event started on March 4th. The company’s sales in 2023 confirmed the rising popularity of champagne, with sales surging by 200 percent compared to the same period in 2022.

This growth outpaced the increase in wine sales by 50 percent and whiskey sales by 80 percent. The company even introduced champagne subscription packages at the end of 2023, with the initial 500 subscriptions selling out within 20 minutes. Priced at 9,900 won, the subscription offers a 10 percent discount on champagne for three deliveries over a one-month period.

Champagne has even found a place at exclusive pop-up stores in department stores, where only the hottest brands are featuredShinsegae Department Store introduced the first-ever pop-up store of Taittinger, the champagne brand officially certified by the International Federation of Association Football (FIFA), towards the end of 2023.

The prominence of champagne in large supermarkets is also expanding. Champagne accounted for 5.7 percent of wine sales at Emart in 2021 but the share grew to 6.8 percent by 2023, with overall champagne sales increasing by 6 percent compared to the previous year.