[Interview] "7 Generations of Wine Passion"... G7, the 'Godseongbi' Captivating Koreans

Chilean Winery 'Vina del Pedrigal'
Interview with Jose Manuel del Pedrigal, Export Director
'G7' Wine Producer Contributing to Domestic Wine Popularization
Considering Export of Premium Wines like 'Since 1825' to Korea

"'G7' aims to offer a variety of products at reasonable prices so that consumers can feel familiar with the brand, and to develop the accumulated experience with the products into loyalty, enabling continuous trust and purchase of the brand's products. This is its greatest philosophy."

Jose Manuel del Pedregal, Export Director of the Chilean winery 'Vina del Pedregal,' which produces G7 wine, recently told Asia Economy in an interview that "offering a variety of high-quality wines at affordable prices is the key to success in the Korean market."

Jose Manuel del Pedregal, Export Director of 'Vina del Pedregal,' is taking a commemorative photo after an interview with Asia Economy.

G7, the Fruit of a Pioneering Spirit Passed Down Through 7 Generations

Vina del Pedregal is a winery established in 1825 when Carlos Adolfo Pedregal migrated from Spain to the Loncomilla Valley in Chile's Maule Valley region and settled there. In the early days of migration, the family operated businesses in various fields including livestock and forestry, as well as grape cultivation. However, Alberto del Pedregal, the sixth-generation descendant, focused on grape cultivation and winemaking, leading quality improvements. Currently, the winery operates nine brands across approximately 700 hectares (ha) of vineyards.

Among Vina del Pedregal's wines, the most well-known to domestic consumers is G7. Launched in 2009, G7 attracted attention as the famous winemaker Pascal Marty, who created 'Almaviva' and 'Opus One,' participated in its development process.

G7, an abbreviation for '7th Generation,' is named after the del Pedregal family's seven generations of cultivating vineyards and making wine, embodying the pioneering and trailblazing spirit of Chilean wine.

Vineyard view of 'Vina del Pedregal'.

Jose Manuel, the current owner’s eldest son and the eighth generation responsible for the winery, explained, "Traditionally, we name our brands inspired by the winery's history and family heritage. G7 is a brand name created to honor the achievements and accomplishments of my father, the seventh generation." He added, "The 1980s, when my father first got involved in managing the winery, was a difficult period for the winery. He overcame the crisis by establishing the export division and pioneering new markets."

G7 is one of the best-selling and steady-selling products in the domestic wine market. It is praised for contributing to the popularization of wine in Korea as a daily wine combining a friendly brand image, reasonable price, and the long-standing know-how of a winemaking family. Since its launch in 2009, cumulative sales reached 1 million bottles in three years and 2 million bottles in five years. In 2014, 1 million bottles were sold at Emart alone. Although sales declined last year due to the overall downturn in the domestic wine market, nearly 2 million bottles were still sold, demonstrating its resilience.

G7 wine from Vina del Pedregal.

Premiumization of the Korean Market... Responding with Expanded Range and Premium Products

Jose Manuel Director plans to respond to the recent rapid growth of the domestic wine market and the decreasing demand for entry-level daily wines with diversity and premium strategies. He said, "For G7, we are currently developing new products such as Moscato and sparkling wine. We want to diversify grape varieties and offer various grades including Reserva and Gran Reserva in addition to the basic G7 to secure loyalty."

He also expressed his intention to introduce del Pedregal’s premium products to the Korean market. Jose Manuel Director explained, "Introducing new premium products is a new strategy to meet the sophisticated demand. We are considering exporting the iconic Bordeaux blend wine 'Since 1825,' developed to commemorate the winery’s founding year, and the Pinot Noir 'Eloisa,' named after the daughter to celebrate the ninth generation of the family." He emphasized, "Many people think Chile only produces low-priced wines, but it already produces premium wines and has the potential to produce even higher quality wines."

Icon wine 'Since 1825' of 'Vina del Pedregal'

He also highlighted that del Pedregal is a winery deeply committed to sustainability in response to climate change. Vina del Pedregal has obtained various eco-friendly certifications, including the European vegan certification 'V-LABEL.' V-LABEL certifies that no animal-derived ingredients are used throughout the wine production process and that the product is non-GMO.

Jose Manuel Director pointed out, "All wines produced by del Pedregal do not use egg whites or any animal-derived elements even during the refining process." He added, "As environmentally conscious consumers increase, we will actively pursue additional certifications to meet this demand. We will continue efforts to adapt to new trends such as gluten-free and low-alcohol wines."

He described Vina del Pedregal as a winery infused with passion passed down through generations. Having continued the wine business over many generations, it would not have reached its current state without passion. Jose Manuel Director himself spent every summer in the vineyards since childhood, gaining experience, and continues to contemplate the details hidden in each bottle of wine. He said, "Because it takes a long process of planting grapevines and harvesting after 5 to 6 years to create a bottle of wine, many people pour their passion and dedication into making it like a work of art." He promised, "Based on this passion, del Pedregal will always strive to introduce the best wines in the best condition to Korea."