Marchal Mathieu
Fine Wine Specialist in Seoul, South Korea
He is a fine wine expert and businessman with
over 10 years of experience as a sommelier and
wine buyer in France, the UK, the Maldives,
Dubai and Hong Kong, working in
Michelin-starred restaurants and 5-star hotels
such as the Four Seasons and Waldorf Astoria.
He studied Art de la Table et Service in Burgundy,
France, and was initially trained by Master
Sommelier Edouard Oger in the UK.
As the person in-charge of sourcing and buying, he works closely with sales teams and sommeliers to select the right wines for clients.
As the person in-charge of sourcing and buying, he works closely with sales teams and sommeliers to select the right wines for clients.
Over the past few years, the wine business has
grown significantly in South Korea. The surge in
wine consumption during COVID-19 helped the
industry and suppliers highlight the increasing
demand for wine. Korean drinkers began shifting
their alcohol consumption habits, prioritizing
quality over quantity. People started enjoying
wine more at home with smaller groups rather
than going out to restaurants with larger
gatherings of 6 to 10 people.
In South Korea, the typical drinking ceremony differs slightly from that in Europe. The first dinner usually starts at 6 PM and is more formal, often involving higher consumption of premium wines. This round is more corporate, where hosts invite or treat their guests to make a good impression. It serves as an icebreaker, with one or two bottles of wine shared among attendees, whether they are from the same company or include individual executives.
In South Korea, the typical drinking ceremony differs slightly from that in Europe. The first dinner usually starts at 6 PM and is more formal, often involving higher consumption of premium wines. This round is more corporate, where hosts invite or treat their guests to make a good impression. It serves as an icebreaker, with one or two bottles of wine shared among attendees, whether they are from the same company or include individual executives.
The second round is where things become
livelier. Locals often switch to traditional drinks
like Soju, beer (mekju), or the famous so-mek (a
mix of soju and beer).
Some may opt for
Makgeolli (milky, fermented rice alcohol) or visit a
Makgeolli bar (Maison du Makgeolli). During this
round, drinking is accompanied by snacks like
fried chicken, and alcohol consumption tends to
increase.
The third round, if it happens, might involve heading to a karaoke bar or a bowling alley. While the second round could take place at these venues, it’s common to enjoy karaoke after a long night of drinking.
The third round, if it happens, might involve heading to a karaoke bar or a bowling alley. While the second round could take place at these venues, it’s common to enjoy karaoke after a long night of drinking.
Why Do People Drink Wine in Korea?
Wine in South Korea is still considered a luxury
beverage. For example, a bottle of wine
imported directly from France incurs a 46.3
percent tax upon arrival in Korea, in addition to
transportation costs and the importer’s margin.
Wine is often seen as a way to display social status or hierarchy. Not everyone in Korea drinks wine, and not everyone is knowledgeable about it. However, the culture has evolved with Generation Z, who are less inclined to follow the traditional three-round drinking ritual. Nowadays, employees are not pressured to drink, and many are opting for better-quality beverages or even sobriety. Overall, the drinking culture has shifted dramatically post-COVID.
Wine is often seen as a way to display social status or hierarchy. Not everyone in Korea drinks wine, and not everyone is knowledgeable about it. However, the culture has evolved with Generation Z, who are less inclined to follow the traditional three-round drinking ritual. Nowadays, employees are not pressured to drink, and many are opting for better-quality beverages or even sobriety. Overall, the drinking culture has shifted dramatically post-COVID.
Despite the current trend toward non-alcoholic
beverages, wine enthusiasts and collectors
continue to seek rare and fine wines. Due to
heavy taxes and customs challenges, Koreans
have yet to embrace wine as an investment.
However, experts believe the next step for wine
consumers will be investment and legacy
planning.
The younger generation, known for purchasing luxury goods with resale value, now views wine as a valuable luxury item. This shift has led to a 20 percent increase in per capita wine spending over the past two years, with more people entering or planning to enter the fine wine business.
The younger generation, known for purchasing luxury goods with resale value, now views wine as a valuable luxury item. This shift has led to a 20 percent increase in per capita wine spending over the past two years, with more people entering or planning to enter the fine wine business.
Beyond fine wine purchases, what Koreans seek is
a holistic wine experience with an educational
component. Many non-professional wine
enthusiasts are earning wine-related certifications
through accredited institutions like WSET.
What the Korean market needs is not just fine
wine but a comprehensive fine wine experience.
