"Even on Weekdays, 40 Bottles of Wine Are Sold"... A Look Inside Vips' Premier Specialty Store

'Charcuterie Zone' inside Vips Premier Seoul Banpo Station branch.

[Asia Economy Reporter Moon Hyewon] The Vips Premier store is becoming a hot topic among the MZ generation (Millennials + Generation Z) due to rumors that you can drink unlimited wine and draft beer for around 30,000 KRW per person. On the 2nd, we visited the Vips Premier Seoul Banpo Station branch. The Banpo Station branch was packed with people from early evening, attracted by the interior reminiscent of a luxury hotel and the ability to enjoy wine and premium food without burden. The 'Arch Wall Train Booth Seat,' reserved as a prime spot through social networking services (SNS), was fiercely booked as it allows private dining under soft lighting. Although many buffet users were present, the spacious table arrangement and refreshing interior design prevented it from feeling crowded.

Located right next to Banpo Station on Line 7, this place offers unlimited wine and draft beer on weekday evenings and weekends. For the MZ generation, who have emerged as the main consumers of wine, it quickly gained popularity within a day of opening by offering desired alcoholic beverages and side dishes at an affordable price. A separate 'Premium Charcuterie Zone' provides unlimited access to four types of wine, draft beer, and special non-alcoholic drinks that customers can choose according to their preferences.

Charcuterie refers to processed meat products that have undergone curing, smoking, drying, and other preparation methods. Various meat dishes such as Grana Padano, Bocconcini, Emmental, Camembert cheeses, chicken breast, pepperoni, and salami, which harmonize well with wine, are available. Crackers, bread, nuts, and fruit-based apple and berry compotes are served as tapas.

'Charcuterie Zone' inside Vips Premier Seoul Banpo Station branch.

Since January 2019, starting with the Deungchon branch, Vips plans to renew key stores and launch a total of eight Premier stores. The goal is to upscale food and beverages while maintaining reasonable prices. They aim to transform the price competition among buffet restaurants into competition based on service and experience.

A Vips representative said, "At other Premier stores that opened earlier, the unlimited wine and draft beer booths were so popular that customers had to wait for up to an hour. Even on weekday evenings, about 40 bottles of wine are consumed, attracting many customers who want to enjoy wine, so we plan to steadily expand Premier stores," they said.