As Korea's wine market shows an overall slowdown, New Zealand wine is on a clear upswing. While imports from traditional wine powerhouses such as France, the United States, and Italy have decreased, New Zealand has increased both import volume and value, raising its profile in the domestic wine market. Analysts say the growth is being driven by consumers' preference for white wine.
According to imported liquor statistics data from the Korea International Trade Association (KITA) on the 30th, liquor imports totaled $868.3 million (about 1.25 trillion won) from January to November, down 5% from the same period a year earlier ($916.7 million). In contrast, import volume during the same period was 34.7 million cases, up 3% from a year earlier (33.75 million cases). With value down and volume up, the average price per bottle has fallen.
Wine showed a similar trend. During the same period, wine imports amounted to $396.15 million (567 billion won), accounting for 46% of total liquor imports, but fell 6% from a year earlier. Import volume, however, rose 10% to 5.74 million cases. As a result, the average price per bottle dropped 15%, from $6.75 (9,700 won) in 2024 to $5.75 (8,200 won) in 2025.
Amid this slump, New Zealand wine stands out in country-by-country import trends. From January to November, only New Zealand, Spain, and Portugal saw both import value and volume rise from a year earlier. New Zealand rose 57% by value and 86% by volume from the same period last year. By country ranking (by value), New Zealand, which was No. 6 last year, overtook Spain to reach No. 5. By volume, it climbed two spots from No. 7 to No. 5, ahead of the United States and Australia.
Traditional powerhouses, on the other hand, struggled. Imports of French wine fell 11% from a year earlier. The United States (-19%), Italy (-6%), and Chile (-5%) also all posted negative growth. By country share of wine imports, France, the United States, Italy, Chile, and New Zealand ranked in that order by value. By volume, Chile, Spain, France, Italy, and New Zealand ranked in that order.
By wine type, the shift in consumption is even clearer. By import value, red wine has the largest share at 48%, followed by white wine at 25% and sparkling wine at 19%. But compared with a year earlier, red wine import value fell 14%, and sparkling wine fell 9%. In contrast, white wine import value rose 13%, and import volume increased 25%, the only category to show a marked uptrend.
New Zealand is a white wine powerhouse centered on its flagship variety, "Sauvignon Blanc." Sauvignon Blanc originated in Bordeaux, France, but when grown in New Zealand's soil and climate, it shows aromas and a style different from Bordeaux. The growing preference for lighter, fresher drinking and the rise in solo and everyday consumption have increased demand for white wine, cited as a backdrop for New Zealand wine's growth.
Amid this trend, importers that secured a broad New Zealand white wine portfolio are faring relatively well despite a difficult wine market. Keumyang International's Craggy Range, introduced in Korea in March 2024, saw sales as of November rise 80% from a year earlier. "Craggy Range Te Muna Sauvignon Blanc" saw sales increase 103% in the same period. Craggy Range is a premium brand positioned above typical New Zealand Sauvignon Blancs, with daily-wine-tier products starting in the 50,000-won range.
Another notable trend is the growing preference for premium wines. For Rapaura Springs, sales of daily-tier wines rose 16% as of November from a year earlier, while "ROHE," which reflects the characteristics and identity of subregions in Marlborough, and the "Single Vineyard" line, made only from top vineyard sites, recorded a 118% increase in sales.
In addition, major importers are competing in the market with New Zealand wine brands at the forefront, including LOTTE Chilsung Beverage's "Kim Crawford," HiteJinro's "Drylands," Shinsegae L&B's "Saint Clair," Ayoung FBC's "Oyster Bay," NARA CELLAR's "Jules Taylor," and Shindong Wine's "Villa Maria."
Industry officials view the growth of New Zealand wine not as a short-term fad but as the result of structural change tied to the expansion of white wine consumption. An industry official said, "New Zealand wine has taken root stably in the market in line with consumers' preference for white wine and still has growth potential," adding, "This reflects not only price competitiveness but also growing demand for wines with a clear sense of origin and style."