IMARC Group has recently released a new research study titled “South Korea Wine Market Size, Share, Trends and Forecast by Product Type, Color, Distribution Channel, and Region, 2026-2034”, offers a detailed analysis of the market drivers, segmentation, growth opportunities, trends and competitive landscape to understand the current and future market scenarios.

South Korea Wine Market Overview

The South Korea wine market size was valued at USD 9,683.51 Million in 2025 and is projected to reach USD 13,257.43 Million by 2034, growing at a CAGR of 3.6% during 2026–2034. Growth is driven by changing consumer lifestyles, particularly among younger generations viewing wine as a trendy and healthier alternative to traditional spirits. E-commerce expansion and relaxed alcohol regulations have boosted accessibility, while increased interest in wine education deepens consumer engagement.

Study Assumption Years

• Base Year: 2025
• Historical Year/Period: 2020-2025
• Forecast Year/Period: 2026-2034

South Korea Wine Market Key Takeaways

• Current Market Size: USD 9,683.51 Million in 2025
• CAGR: 3.6% (2026-2034)
• Forecast Period: 2026-2034
• The Seoul Capital Area dominates the market due to its affluent, urban population and exposure to global trends.
• Still wine holds the majority product share at 85.2%, favored for versatility and pairing with Korean cuisine.
• Red wine leads color segment with 67.8%, attributed to health benefits and compatibility with local dishes.
• Off-trade distribution channels account for 71.1% market share driven by e-commerce, supermarkets, and convenience stores.
• Younger generations and women (currently 48% of the market) are key consumers driving growth.

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Market Growth Factors

South Korea's wine market is experiencing rapid growth fueled by evolving consumer preferences, particularly among Millennials and Gen Z. Wine is increasingly perceived as a sophisticated, healthier alternative to traditional Korean spirits such as soju and makgeolli. The pandemic accelerated home drinking culture, making wine an everyday beverage. Women, currently accounting for approximately 48% of the market, are expected to reach 60% in the next decade, drawn by its elegance and moderate alcohol content. These demographic shifts are expanding demand across various price points and wine varieties.

The surge in e-commerce and omni-channel retailing has significantly expanded wine accessibility. Platforms like Coupang and Market Kurly offer wide product selections with fast delivery, appealing to busy urban dwellers. Recent deregulations easing online alcohol promotions have bolstered digital sales, complemented by convenience stores and premium supermarkets expanding wine assortments. Retailers enhance consumer engagement through curated selections, promotions, and subscription services, while partnerships with lifestyle influencers increase brand visibility.

Growing public interest in wine culture and education also supports long-term market expansion. Wine tastings, certification courses such as WSET, wine bars, and lifestyle experiences are gaining popularity, demystified further by social media sommeliers and influencers. Korean television and K-dramas frequently showcase wine consumption, normalizing it as a lifestyle choice. Government campaigns and festivals promote domestic wines, while consumers increasingly explore diverse varietals and price ranges, fostering a sophisticated and loyal customer base.

Market Segmentation

By Product Type:

• Still Wine: Holds 85.2% market share, favored for versatility with Korean cuisine and availability across retail channels. Consumers perceive it as suitable for casual and social occasions.
• Sparkling Wine: Not provided in source.
• Fortified Wine and Vermouth: Not provided in source.

By Color:

• Red Wine: Dominates with 67.8% share due to associations with antioxidant and heart health benefits and compatibility with local grilled and spicy foods.
• Rose Wine: Not provided in source.
• White Wine: Not provided in source.

By Distribution Channel:

• Off-Trade: Represents 71.1% of market, including supermarkets, hypermarkets, specialty stores, online stores, and others. Growth driven by at-home consumption and convenience.
• On-Trade: Not provided in source.

Regional Insights

The Seoul Capital Area is the leading region in South Korea’s wine market, driven by its high population density, affluent consumers, and openness to global trends. The area benefits from vibrant dining and nightlife, premium retail outlets, and a strong café and wine bar culture. Advanced retail infrastructure and well-developed e-commerce platforms provide wide product availability and convenient access for diverse wine selections, making it the dominant hub for wine consumption and market growth.

Recent Developments & News

• May 2025: Choi Ja, a South Korean hip-hop artist, launched Molecular, a fruit wine developed from bokbunja, targeting a niche blending contemporary drinks with Korean cuisine.
• January 2025: Hite Jinro expanded into the U.S. wine market with premium Oregon wines Bethel Heights Vineyard and Shea Wine Cellar, and secured distribution rights for Founding Brothers and Hora wines.
• July 2024: Rathfinny Estate partnered with importer Cave de Vin to introduce Sussex sparkling wines in South Korea, marking a strategic expansion in the APAC region.
• June 2024: Gen.G and Allvintage Wine launched GenRang Wine, the first esports organization wine product, offering Chilean red and white wines.

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Key Players

• Accolade Wines
• Bacardi Limited
• Pernod Ricard SA

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