White and sparkling wines are gaining ground in South Korea, eroding the long-standing dominance of red wine as younger consumers gravitate toward lighter, more casual drinking.
Data compiled by E-Mart and released on 01/20 local time show a marked shift in purchasing patterns over the past five years. Among consumers in their 20s and 30s—often grouped with older millennials as part of the so-called MZ generation—the share of white and sparkling wine purchases rose to 44.2% last year, up from 36.7% in 2021.
In contrast, spending on red wine among shoppers in their 20s and 30s fell 1.5% from a year earlier, while purchases of white and sparkling wines increased 11.2%, according to the retailer.
Consumers in their 40s are also moving in the same direction. The share of white wine purchases in that age group climbed to 37.1% last year from 29.5% over the same period.
Before 2020, red wine typically accounted for roughly 75% to 80% of total wine sales, underscoring its long-standing dominance in the market.
E-Mart attributed the shift in part to changes in drinking culture since the pandemic. As corporate dinners and large group gatherings declined, at-home and solo drinking became more common. Consumers increasingly opted for beverages that are lighter in body and easier to pair with casual meals, boosting demand for white wine as an aperitif or everyday option.
An E-Mart official said the preference for “light and refreshing styles” is becoming more pronounced, particularly among younger shoppers. If the trend continues, white and sparkling wines could challenge red wine’s market leadership in the near term.
The data suggest that South Korea’s wine market is undergoing a generational reset, with evolving taste preferences and drinking occasions reshaping the balance between red and white.
