Blind Tasting of Ultra-Low-Priced Private Brand Wines by Three Major Hypermarkets
Homeplus "Vineyard Chardonnay" and Lotte Mart "L Wine Cabernet Sauvignon" Rank First and Second
Rising Quality of Low-Priced Wines... "A Quality That Will Contribute to the Spread of Wine Culture"
"Ordinary people might expect these wines to taste significantly inferior, but they actually possess unexpectedly excellent quality." (Sangmi Kim, Director of WSA Wine Academy)
Ultra-low-priced wines, planned and produced as private brands by major domestic hypermarkets and priced under 10,000 won, received higher estimated prices than their actual retail prices in a blind tasting by experts. This demonstrates their so-called "cost-effectiveness," meaning good quality for the price.
Interwine recently conducted a blind tasting of private brand (PB) wines from three major domestic hypermarket chains at its headquarters in Jamsil-dong, Songpa-gu, Seoul. The blind tasting featured ten wines in total: five white and five red wines, representing the flagship PB brands from major hypermarkets, including Emart's "Dos Copas" and "G7," Homeplus's "Vineyard," and Lotte Mart's "L Wine."
As a result of the blind tasting, all of these wines received estimated prices higher than their actual retail prices. In particular, Homeplus's "Vineyard Chardonnay" had the highest estimated consumer price among the wines, with a gap of more than 10,000 won between the actual price (4,990 won) and the estimated price (16,750 won).
Vineyard Chardonnay received the highest average score of 89.5 points from the four judges. Director Sangmi Kim commented, "This is an entry-level wine that well expresses the rich and full-bodied characteristics of Chardonnay. It should suit the Korean palate without strong likes or dislikes." Head sommelier Juyong Kim also remarked, "The aroma is rich with well-ripened fruit, and the wine displays the complexity characteristic of malolactic fermentation."
In the white wine session, which focused on Sauvignon Blanc and Chardonnay varieties, Homeplus's "Vineyard Sauvignon Blanc" and "Vineyard Chardonnay" both received the highest scores. In the subsequent red wine session, which featured Cabernet Sauvignon, Lotte Mart's "L Wine Cabernet Sauvignon" ranked first.
The blind tasting followed the evaluation method of the International Organisation of Vine and Wine (OIV). The judges scored each wine out of 100 points, considering appearance, aroma, taste, and balance. To minimize the impact of outliers and accurately reflect the median, the "median statistics method" was used. The panel consisted of four leading domestic wine experts: Jinwon Yang, CEO of Drink Guide and instructor at Sookmyung Le Cordon Bleu; Sangmi Kim, Director of WSA Wine Academy; Juyong Kim, head sommelier at Jueun Restaurant and director of the Korea International Sommelier Association; and Mina Choi, CEO of Winein and head of the California Wine Institute Korea Office.
The experts noted the "overall improvement in quality" of low-priced wines. This tasting focused on wines priced under 10,000 won, and while it may be difficult to expect these wines to surpass the quality and satisfaction of expensive wines, the panel agreed that their quality is more than sufficient to serve as a catalyst for expanding wine culture. Sommelier Kim commented, "I was surprised that the red wines in this ultra-low-priced lineup felt much more stable than the white wines. These products bring wine closer to everyday life, making this blind tasting much more interesting than those featuring expensive wines."
The judges for the blind tasting (from left) are Juyong Kim, head sommelier at Jueun Restaurant, Mina Choi, CEO of Winein, Sangmi Kim, director of WSA Wine Academy, and Jinwon Yang, CEO of Drink Guide.
This blind tasting was organized based on the belief that the growing demand for cost-effective, low-priced wines could serve as a turning point for the domestic wine market, which has recently stagnated. In recent years, the domestic wine market has experienced rapid quantitative growth along with a trend toward premiumization and a preference for high-end wines. However, PB wines are also gaining attention as the best choice for value-seeking consumers, thanks to their reasonable prices, quality, and accessibility.
The judges unanimously agreed that a good wine is ultimately one that suits one's own taste. While there are objective indicators for evaluating excellent wines, the factors that appeal to individual tastes and sensibilities inevitably vary. They advised against making hasty judgments about wine based solely on price, and instead encouraged consumers to find wines that match their personal preferences with an open mind.
In particular, for wine beginners, PB wines with less financial burden can be a good starting point for a "wise wine life." CEO Jinwon Yang emphasized, "As an instructor, I evaluate wines from a technical perspective, but for everyday enjoyment, a good wine is simply one that suits your taste." CEO Mina Choi also commented, "A good wine is one that feels pleasant when you drink it yourself, regardless of label or price prejudices."
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