CU Launches Signature Brand 'Eum!' Amid Exploding Wine Demand

[Asia Economy Reporter Seungjin Lee] CU is launching its own wine brand, ‘mmm!(Eum!).’

Eum! expresses the exclamation that naturally bursts out when drinking a delicious glass of wine. Through Eum!, CU plans to continuously introduce daily wines that anyone can enjoy without failure at a reasonable price.

The first product, ‘Eum! Red Wine (6,900 KRW),’ launching on the 20th, is from Bodegas Millennium, a Spanish winery established in 1970 that exports to 55 countries. CU was able to offer high-quality wine to domestic customers at a more reasonable price by purchasing the product in bulk.

Eum! Red Wine features aromas of red fruits such as cherry and dried plum, and soft tannins that are easy for wine beginners to enjoy. Its aroma and taste are not strong, making it pair well with various foods such as Korean cuisine, pork, chicken, and pizza.

The package clearly indicates information such as recommended pairing menus, wine tasting notes, and wine opening time. Additionally, instead of a cork stopper, a twist-off bottle cap is used for easy use without an opener, adding thoughtful design for wine beginners.

To commemorate the launch of Eum!, CU produced a viral video featuring celebrity couple Eunhyung Lee and Jaejun Kang to humorously convey the brand image of Eum!. The video can be viewed on CU’s official Instagram, Facebook, and YouTube accounts.

Various promotional events are also being held to celebrate the brand launch. CU offers a 30% discount on Eum! Red Wine purchases made via Naver Pay from 6 PM to 1 AM the next day until the end of this month. The discounted price is around 4,900 KRW, similar to the price of a latte at a coffee franchise.

Starting from the 1st of next month, CU will hold a month-long event where customers who reserve a set of six bottles of Eum! Red Wine through the membership app Pocket CU will be entered into a draw to win an LG wine cellar with eight compartments worth approximately 350,000 KRW (15 winners).

CU’s launch of its own wine brand and its entry into the convenience store wine market is due to the recent increase in customers enjoying affordable wines at home. CU’s wine sales have grown to record highs, increasing by 28.3% in 2018, 38.3% in 2019, and 68.1% last year.

In particular, from September last year, when social distancing level 2.5 was implemented due to COVID-19, until last month, wine sales more than doubled compared to the same period the previous year. Sales growth continued at 2.7 times compared to the same period last year in early January (1.1?1.17).

Gomunjin, MD of the Beverage Food Team at BGF Retail, said, “Through Eum!, CU plans to offer wines that anyone can enjoy daily, pairing well with various menus at an affordable price.”

Meanwhile, last year CU launched CU Wine Shop, a perfect smart order system where ordering and payment are completed in one go via the app. Online, CU focuses on premium wines targeting customers with specific tastes, while in CU stores, it concentrates on offering cost-effective wines that are easily accessible to everyone, continuing a two-track strategy.