Lotte's TASTY climbs to Napa: private-label premiumisation
Lotte Mart and Lotte Super launched TASTY Premium Napa Cabernet at ₩34,900 and Chardonnay at ₩32,900 after more than 400,000 core TASTY bottles sold. Supermarket Korea is learning a middle step up.
Private label can be a classroom for trading up — not only a bin of cheap fills.
Lotte Mart and Lotte Super introduced TASTY Premium Napa Cabernet at ₩34,900 and Chardonnay at ₩32,900, a step above the value TASTY line, Chosun Biz reported. Core TASTY had already sold more than 400,000 bottles cumulative. H1 2026 series sales jumped about 175% year on year across 18 SKUs. Combined Mart/Super buying and winery co-development cut costs; Chuseok gift sets were planned.
Mini-concept: a middle rung. Many shoppers will not jump from a soft drink or RTD straight to a famous estate bottle. A trusted supermarket brand at a clear Napa-priced step teaches the habit of choosing wine on purpose — for dinner, gifting, a small celebration.
That matters in Korea's competitive drinks aisle. Easy cans win no-plan nights. Wine needs visible, affordable next-bottle stories. Private-label premiumisation is one way retailers build those stories without scaring first-timers.
Anchor: 400k+ core bottles before the Napa step. Supermarket Korea is not only cheap — it is learning a middle price that makes wine feel like an intentional choice.
Source: Chosun Biz