Emart24, Sold-Out Wine 'La Crasade' at 9,900 Won in June... Aiming to Sell 300,000 Bottles

La Crassade Cabernet Shiraz, La Crassade Chardonnay (Photo by Emart24).

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[Asia Economy Reporter Yuri Kim] Emart24 announced on the 30th that it will prepare 300,000 bottles of 'La Crasade' (220,000 bottles of Cabernet Shiraz and 80,000 bottles of Chardonnay) throughout June and sell them at a special price of 9,900 KRW. This is the first time a convenience store has prepared 300,000 bottles of a single brand wine aiming for a complete sell-out within one month.

Except for December, the peak wine season last year when 430,000 bottles were sold in one month, the average monthly sales volume of the entire wine product category is around 100,000 bottles. Considering this, selling 300,000 bottles of a single wine during the off-season is an unprecedented goal in the entire convenience store industry.

Emart24 purchased a quantity equivalent to 70% of the local production volume of 'La Crasade' in France and plans to sell all the prepared stock within June to block the off-season period for wine and transition into the peak season. According to last year's monthly sales data for the wine category, June showed the largest sales decline of 14% compared to the previous month. From June to August, wine demand decreases due to hot weather while beer demand increases. This is why Emart24 also prepared 80,000 bottles of Chardonnay, a white wine to enjoy refreshingly along with the best-selling La Crasade Cabernet Shiraz.

Emart24 sold out 30,000 bottles and 100,000 bottles in June and December last year respectively, with the same products and prices. At that time, 'La Crasade' sold at 9,900 KRW gained popularity as a cost-effective wine through word of mouth in wine communities, leading to continuous purchases. The 100,000 bottles sold matched the total monthly wine sales volume last year.

Emart24 aims to achieve 80% of last year's sales volume of 1.7 million bottles in the first half of this year and to sell more than 3 million bottles this year.

To achieve this goal, an SNS purchase verification event will also be held. Throughout June, customers who purchase two boxes (12 bottles) of 'La Crasade' and post a verification photo on their Instagram will be entered into a draw where 35 winners will receive a wine cellar (Samsung Bespoke Cube Refrigerator) worth approximately 500,000 KRW.

Baek Jiho, Executive Director in charge of MD at Emart24, said, "Our efforts to build the image of Emart24 as the go-to place for wine are showing results," adding, "We will continue various efforts to become a wine leader not only in the convenience store industry but across all distribution sectors, playing a positive role in increasing franchise store sales."

Meanwhile, 'La Crasade Cabernet Shiraz' originates from Languedoc, France, and is a table wine blended with 50% Cabernet Sauvignon and 50% Shiraz. It pairs well with main dishes for home parties such as steak, bulgogi, and galbi. It is also well known as a wine that won the gold medal at the 2019 international wine competition 'Berlin Wine Trophy' in Germany.

In addition to La Crasade, two other wines, 'Josh Cabernet Sauvignon' and 'Josh Chardonnay,' are sold at 29,000 KRW with more than 50% discount. The premium wine of the month, 'Pesquera Crianza,' is sold at 34,000 KRW with a 30% discount.

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