Why Are Large Supermarkets Putting Effort into the Largest Wine Discount Event Ever?

Wine Popularity Rises as Home Drinking Increases Due to COVID-19
MZ Generation in Their 20s and 30s Account for the Largest Share of Purchases

On the morning of the 12th, models are introducing the 'First Half Wine Market' event at the wine store of Emart Yongsan branch.

[Asia Economy Reporter Jo In-kyung] Since the COVID-19 pandemic, the 'home drinking' culture has spread, and with the younger generation in their 20s and 30s emerging as major players in the wine market, large supermarkets are offering various wine discount events targeting them.

Highest Proportion of MZ Generation Amid Increasing Wine Sales

According to the distribution industry on the 15th, Emart's analysis of liquor purchase performance from January to April this year showed that wine sales among the 20s and 30s age group grew by 53% compared to the previous year, achieving the highest sales among all age groups. Wine purchases by those in their 40s increased by 51.8%, 50s by 47.8%, and those aged 60 and above by 38.8% respectively.

During this period, Emart's overall wine sales increased by 47% compared to the previous year, while beer sales only rose by 13.1%.

As wine purchases by the MZ generation increase, beer sales, which had been overwhelmingly number one among existing liquor sales, are closely following. From January to April, Emart's sales composition ratio of wine to beer was 42 to 58, significantly narrowing the gap from 35 to 65 during the same period last year.

Homeplus also saw wine sales grow by more than 30% compared to the same period last year through the end of April this year.

From Affordable to Premium Wines Riding the Wave of Wine Popularization

Emart is currently holding the 'First Half Wine Market' event until the 19th, offering over 1,200 wine items at discounts of up to 70% off the regular price. The number of items has been expanded by 20% compared to last year's event. In particular, to keep pace with the popularization of the wine market, the quantity of mid-priced daily wines priced between 20,000 and 50,000 KRW has been doubled compared to the previous event, allowing customers to enjoy quality wines at affordable prices.

Representative products include 'Perrier-Jou?t Grand Brut (750ml)' sold at about 40% off the regular price, and Chilean red wine 'Santa Rita Triple C (750ml)' offered at 60% off the regular price.

Using the Emart app's 'Smart Order Wine Market' service, customers can order wine and pick it up at the store on their desired date.

Lotte Mart collaborates with national sommelier representatives to exclusively sell limited quantities of selected wines. These include wines crafted by Jean-Marc Lafage, one of the most notable winemakers in Europe, such as 'Abreu Coqnet C & Rouge' and 'Domaine Lafage, Double Passage.'

Homeplus is also running a 'Wine Market' event until the 26th of this month at 100 major stores nationwide, including Gangseo and Yeongdeungpo branches, showcasing about 150 popular wines. Since May, the month of family celebrations, sees increased demand for gifts and thus higher wine sales, sufficient stock of popular wines is secured in advance and sold through all stores nationwide.

Homeplus is selling two types of Spanish sparkling Cava wines (La Rosca Cava Brut / La Rosca Cava Ros?, 750ml) exclusively at 7,900 KRW each, along with steady-selling wines that have maintained popularity and five Chateau wines including Chateau Latour 2011 vintage.

This content was produced with the assistance of AI translation services.