South Korea’s wine market is seeing renewed momentum, led by affordable offerings at major retailers as inflation and prolonged economic uncertainty drive consumers toward budget-friendly choices.

According to industry sources on Sunday, large discount chains are focusing heavily on value-oriented promotions and budget wine lines. Emart attracted nearly 90,000 customers at its recent “Wine Market” event in May 2025 and recorded a 13 percent increase in sales compared to the previous year’s event. Emart saw its highest-ever first-half wine sales outside the boom years of 2021 and 2022 during the Covid-19 pandemic at the market.

Sales in lighter options such as white wines and sparkling wines grew noticeably and were up 42.8 percent and 23 percent respectively. In response to this demand, Emart offered a 30 percent discount on over 30 light and low-alcohol wines. It also expanded its lineup of well-known, affordable wines priced in the 10,000-won range by 20 percent from 2024. Popular brands such as “François Dulac Blanc de Blancs” and “Bohigas Gran Reserva Extra Brut” sold out quickly, prompting the retailer to restock mid-promotion.

Accessible packaging formats like canned and boxed wines - commonly referred to as “entry-level wines” - are also gaining traction. Traditional 750-milliliter bottles are heavy and require a corkscrew, which some consumers find inconvenient. To lower this barrier, Emart introduced the “G7 Canned Wine” in January 2025, which was developed in collaboration with overseas wineries. Over 56,000 units of the 350-milliliter cans, available in two varieties, were sold within a four-month period.

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