Emart Chuseok wine gift pre-orders jump 39.6%
Asia Business Daily: Emart wine gift sets ordered 6 August–7 September rose 39.6% year on year; whisky sets +38.6%; all alcohol gift sets +39%. The ladder runs from ~₩20k value packs to WineGrab ultra sets (Margaux 100 pts ₩1.298m; Masseto·Salon ₩3.298m, nine units from 10 Sep).
Chuseok shopping in Korea is writing a clear alcohol line: wine and whisky boxes first.
Asia Business Daily reports Emart’s pre-order window from 6 August to 7 September saw wine gift-set sales up 39.6% versus last year. Whisky sets rose 38.6%. Total alcohol gift sets climbed 39%. Lunar New Year already showed whisky and wine sets +14.4% — so the holiday gift habit is not a one-week spike.
The ladder is wide on purpose. Value sets sit near ₩20,000; two-or-more deals cut some packs by half. Mid-shelf bottles share the aisle with Parker 100-point Château Margaux 2018 at ₩1,298,000. Emart’s WineGrab app exclusives push higher: a Masseto 2021 · Salon 2015 set at ₩3,298,000, limited to nine units from 10 September.
Mini-concept: holiday wine in Korea is often a gift object first. Packaging, point discounts and scarcity tiers matter as much as the liquid — the same shelf sells a ₩30k twin-pack and a three-million-won collector pair.
For millennials and Gen Z buying for family elders, the intentional pour still beats a random RTD when the holiday table needs a bottle that looks like care.
Remember: Emart Chuseok wine gifts +39.6% in pre-orders; whisky +38.6%; ladder from ~₩20k to WineGrab ultra.
Source: Asia Business Daily