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SOUTH KOREA’S OWN ‘mmm!’ REPLACED DIABLO AS THE COUNTRY’S MOST POPULAR WINE BRAND

By Siulan Law Mathews DipWSET

11-1-2022



Source: BGF Retail

South Korea’s convenience store chain wine brand ‘mmm!’ has replaced Concha Y Toro’s Diablo Cabernet Sauvignon from Chile as the country’s best selling wine in 2021, according to Yonhap News Agency.

Launched by CU convenience store - South Korea’s biggest convenience store chain - in 2020, the ‘mmm!’ brand was said to be 2.5 times more popular than Diablo Cabernet Sauvignon in 2021.

The Yonhap report said Diablo Cabernet Sauvignon had been South Korea’s most popular wine brand since 2016 until being replaced by ‘mmm!’.

South Korea’s wine consumption has seen speedy growth in recent years, the country imported a total of USD506.2 million worth of wines between January and November last year, up 76 percent from a year earlier, surpassing the USD500 million level for the first time.

The country’s convenience store chains are upping their games hoping to get a bigger share in the quickly expanding wine market.

CU convenience store, with some 15,000 franchise stores across South Korea, is planning to revamp the ‘mmm!’ brand to make it even more attractive to consumers.

Another convenience store chain, Emart24, is planning to open up to 4,000 stores specialising in wine and liquors. The chain has also enabled in-app orders to target the younger generation.

Emart24 sold 3.05 million bottles of wine last year, including a record-breaking 750,000 in December alone, according to the Yonhap report.

(the writer can be contacted at: info@thewinechronicle.com)

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