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South Korea : Bourgogne’s White Wines Drive Market Growth

17/02/2025

In 2024, the South Korean economy showed signs of recovery. According to OECD forecasts, GDP growth is expected to reach 2.6% by the end of the year, although political and social developments could affect projections for 2025.

Good news for Bourgogne wines: while the older population (over 43 years old) primarily consumes beer, the younger generation is increasingly turning to white wine, particularly those made from Chardonnay grapes. This trend likely explains the sharp increase in Bourgogne white wine exports in recent years, with volume up 28% compared to the average for the same 11-month period over the past five years.

Bourgogne Regains a Foothold in the South Korean Market

After an initial boom in 2007-2008, sales of Bourgogne wines grew gradually until 2018-2019.

The year 2021 was exceptional, with sales of Bourgogne wines nearly doubling compared to 2020. The two subsequent years of decline (2022–2023) were likely a return to normal after the post-COVID surge. In 2024, exports of Bourgogne wines to South Korea are rebounding, with volume up 10.5%, driven primarily by white wines, which increased by 23% compared to the first 11 months in 2023.

South Korea accounted for 10% of revenues and 11% of the volume of Bourgogne wines exported to East Asia during this period.

Régionale AOCs Dominate the Korean Market

• White wine exports (by volume, for the first 11 months of 2024)

Over the first 11 months of 2024, Bourgogne white wines accounted for 55% of the volume exported to South Korea and 45% of total revenue. Their growth has been significant, with value increasing by 27.2% compared to the same period in 2023.

• Bourgogne red and rosé wine exports (by volume, for the first 11 months of 2024)

Red wines, which were relatively well valued in 2024, represented 41% of the volume (a decrease of 3.3% over the first 11 months of 2023) and 54% of the revenue from Bourgogne wines exported (an increase of 3.5% over the same period).

Bourgogne Seizes New Opportunities to Reclaim the Market

In 2024, 12.2 million South Koreans consume wine regularly, at least once every six months. They represent around 30% of the adult population, and 44% of them consume wine every week. According to IWSR, the share of regular consumers has risen by 14% between 2019 and 2024. The proportion of South Koreans with weekly wine consumption is also increasing (+50%).

The medium-term consumption outlook seems positive, especially as younger consumers are increasing the number of regular drinkers, particularly for white wines made from Chardonnay (+14% consumption between 2019 and 2023).

Economic report written by the Markets and Development Unit - BIVB – January 2025
(Sources: Customs DEB&EMEBI+DAU - IWSR - BIVB)

Contact:  Cécile Mathiaud – Head of PR at the BIVB
Tel. +33 6 08 56 85 56 - cecile.mathiaud@bivb.com