Shinsegae captivates wine enthusiasts with ultra-premium wines

The Wineseller opened on June 10 at Shinsegae’s Gangnam store, a 1,300 square meter wine cellar showcasing over 5,500 types of wines. (Shinsegae Department Store)

Wine Cellar, a wine shop located inside the newly-opened House of Shinsegae, a luxury food hall at Shinsegae Department Store in Gangnam, southern Seoul, has seen a 13-fold increase in visitors just four months after its opening in June, the retailer said on Monday.

Positioned as a premium food and beverage destination, House of Shinsegae has successfully attracted high-spending customers seeking luxury goods.

The average spending per customer at Wine Cellar is about 550,000 won ($400), 5.5 times higher than the 100,000 won average at typical wine shops.

Despite a slowdown in the domestic wine market, expensive wines remain popular among enthusiasts.

Sales of wine priced over 300,000 won increased by 84 percent during the first half of 2024, compared to the same period in 2023, while those of ultra-premium wines priced over 1 million won saw a 79 percent rise.

Wine Cellar, which opened alongside House of Shinsegae, has also succeeded in attracting a wider range of customers.

By expanding its floor space to eight times that of the previous Burgundy& wine store and offering a broader price range, the shop has absorbed foot traffic from nearby food and beverage outlets.

Wine Cellar’s average visitor count is 13 times higher than that of its predecessor as of October.

To cater to growing interest from wine enthusiasts, Shinsegae has been hosting wine-related events and classes.

The store held the Barolo Camp, a series of tastings and lectures dedicated to Italy’s renowned Barolo wines from October 12 to 16,

The two-day tasting event, held on October 12 and 13, was especially popular, with 130 attendees filling up all available spots through reservations and on-site purchases.

Participants sampled over 70 wines across sessions organized by traditionalist, modernist, and balanced Barolo styles.

Among the highlights was a presentation by Jeannie Cho Lee, one of only 400 Master of Wine titleholders globally, who guided guests through the tasting experience.