Emart Introduces This Year's First National Wine 'Saint Hallett Barossa Shiraz'

Imported Wine Prices Increase Up to 20%
Emart's National Wine Prices Frozen Annually at Local Market Levels
Plan to Release 4 National Wines Quarterly This Year

Saint Hallett Barossa Shiraz.

[Asia Economy Reporter Yuri Kim] Emart is launching its first 10,000 KRW-range 'National Wine' of the year.

Emart announced on the 30th that it has selected 'Saint Hallett Barossa Shiraz' as this year's first National Wine and will begin full-scale sales from the 31st. The 'Emart National Wine' series, which started in 2018, is a project that prioritizes taste and introduces wines that are undervalued in the market or have low domestic recognition at a reasonable price range of 10,000 to 30,000 KRW.

The 11th National Wine from Emart, the Australian 'Saint Hallett Barossa Shiraz,' is a famous wine from the Barossa Valley region in Australia, selected annually as a tasting wine for the internationally renowned Master of Wine exam. Stuart Blackwell, the head winemaker of Saint Hallett, has 40 years of experience and is the longest-serving winemaker in Barossa Valley. He was also selected as Barossa Winemaker of the Year in 2003.

The 'Saint Hallett Barossa Shiraz,' characterized by its deep ruby color and rich aromas of ripe cherry and black chocolate, features smooth tannins and balanced acidity, making it a great match for richly sauced meats. Emart explained that to set the price of this National Wine at around $15 (excluding tax), which is the average overseas selling price, they began pre-planning with the local winery through importers since July last year and were able to significantly reduce the price through large container-scale orders.

Emart plans to further accelerate the activation of the value-for-money wine market, focusing on the growing demand for daily wines under 30,000 KRW in the wine market, which has established itself as a national liquor by recording the highest alcohol sales for two consecutive years in 2020 and 2021. According to Emart's annual sales proportion analysis by wine price range, the share of mid-to-low-priced wines under 30,000 KRW increased significantly from 63% in 2020 to 72% in 2021. The Dos Copas series, which attracted attention as an ultra-low-priced wine in the 4,000 KRW range, has also reached nearly 4.5 million bottles in cumulative sales since its launch in August 2019.

Emart plans to introduce a total of four National Wines quarterly this year, including the 'Saint Hallett Barossa Shiraz.' They intend to freeze prices this year to further solidify their position in the value-for-money daily wine market.

Myeong Yongjin, Emart's liquor buyer, said, "Despite a roughly 20% increase in imported wine prices due to rising labor and logistics costs, Emart was able to introduce value-for-money wines at local price levels through pre-planning and bulk purchasing," adding, "We will continue to present high-quality National Wines."

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