Wine is no longer a drink reserved for special occasions. In our country, wine has already seeped into everyday life. The global alcohol monitoring agency Wine Intelligence has identified South Korea as the wine market with the highest growth potential after the United States in 2023.
Annual per capita wine consumption in South Korea is still less than 2 liters. Key wine industry figures see growth potential in this number. Reflecting this possibility, a large-scale wine cultural complex has been established in Cheongdam-dong, Gangnam District of Seoul.
The 'CMB Experience,' which will open on the 29th, is a space where visitors can experience wines awarded at the prestigious international wine competition Concours Mondial de Bruxelles (CMB).
"Even if wine tastes like tteokbokki, that wouldn't be inaccurate. All tastes are equal. Just because someone is a judge doesn't necessarily mean they know wine better. I want to help ordinary consumers express wine in their own language, rather than using technical terms."
Hong Mi-yeon, the technical representative of CMB Wine and Spirits and a judge for 15 consecutive years in CMB, recently noted this during an interview with ChosunBiz. He became the first Korean to join the international wine judging panel in 2010 and was appointed as the first Asian female head of team in 2017. This was a breakthrough in an industry dominated primarily by European males aged 60 and over.
Hong has taken on the role of a bridge that introduces a new culture to the South Korean wine market.
"CMB Experience will be a place where winemakers can meet consumers. It is now necessary for this space to naturally allow people to learn how wine is made and why it tastes like this in Seoul."
CMB Experience is the second wine cultural space opened by CMB, following Mexico. It spans five floors and approximately 600 pyeong. The overall concept and design were led by Hong and space expert Jang Hyun-woo, the representative of CMB Wine and Spirits.
Hong stated, "I wanted to create a place not just as a wine bar, but where people can learn about wine naturally while enjoying it. In particular, alongside the emerging diverse gourmet culture, we will present a new harmony between wine and food, especially with sweet and salty foods that young consumers enjoy."
CMB Experience does not serve wine like a regular wine bar or restaurant. It has implemented a blind tasting method to provide an experience that evaluates only the taste, aroma, and texture of the wine without preconceived notions.
Blind tasting refers to a method where information about the wine, such as the origin and producer, is concealed, allowing for a pure evaluation of the wine itself. It is used when strict and fair assessments are required, allowing for the selection of good wines based solely on taste, without bias towards price or region.
For consumers, choosing wine is often quite challenging. Typically, wine bars or restaurants present long wine lists and ask consumers to choose based on region, variety, and price.
At CMB Experience, there is no need to sift through complicated wine information; simply select from one of the three award categories: Grand Gold, Gold, or Silver. Prices are set based on the category.
Hong explained, "In a wine market where selection is difficult, we provide wines selected by judges at fixed prices based on their award achievements."
The news that a large-scale wine-related space is being established in the heart of Cheongdam-dong, which leads domestic culture, has generated significant interest among foreign wine industry figures.
"Last year, traditional Korean liquor won gold and silver medals at the Spirit Selection competition. This has drawn attention to traditional Korean alcohol, including CMB, in the global market. We are also planning events related to traditional Korean alcohol in collaboration with Seoul and Busan cities."
This space is also expected to showcase the experience of wine harmonizing with Korean gourmet culture. Hong mentioned, "I am planning to serve kimchi stew or soybean sprout soup alongside wine to provide an experience of Korean gourmet culture while serving as a palate cleanser."
He added, "CMB Experience aims for our own unique Korean wine culture," and noted, "I hope that wine will establish itself as a culture that is no longer difficult and expensive, but can be enjoyed comfortably."
Hong emphasized, "No matter how you evaluate the wine you drink, that wouldn't be inaccurate. There are no correct answers in wine." He hopes consumers feel the freedom of wine.