Comprehensive beverage company Ayoung FBC said on the 9th it will roll out a New Year glass wine campaign, "A Glass of Seoul," centered on its directly operated stores.
Ayoung FBC unveiled the first-half theme to be run at its directly managed stores, including Sabe Seoul, Mood Seoul and The Pairing. Mood Seoul's "unlimited wine tasting" program will also resume this year.
A Glass of Seoul is a campaign that proposes glass-wine experiences around monthly themes. It aims to enable different approaches by offering themed comparative tastings for wine enthusiasts, structured comparative tastings for consumers exploring their preferences and accessible unlimited tastings for the general public.
The first-half theme is organized to gradually broaden understanding of wine with a single glass. In Jan., the focus is on vintage comparisons under the theme "Time in the Glass," or "the depth of wine as you read the vintage." In Feb., "La Signature Louis Latour" will highlight the philosophy and style of a representative producer in "the canon of Burgundy, as told by Louis Latour."
In Mar., "'Shades of Chardonnay,' or the faces of Chardonnay shaped by country and terroir," will compare Chardonnay by region; in Apr., "Expressions of Pinot Noir," or the differing elegance by Pinot Noir region; in May, "Old World vs New World," or two worlds meeting in a glass with Bordeaux and the United States; in Jun., "Beyond the Label: USA," which spotlights lesser-known American regions, is planned.
The Jan. theme of "vintage comparative tasting" differs by store. Sabe Seoul focuses on premium vertical comparisons centered on rare vintages under the same label. Mood Seoul serves multiple vintages of the same wine by the glass so guests can experience differences in impression by vintage. The Pairing offers representative wines by category, from Champagne to prestige wines, in a "vintage pair" format to provide a wide range of choices for everyone from beginners to enthusiasts.
Mood Seoul will bring back the "unlimited wine tasting," which drew strong response last year. It will be offered as a basic 29,000 won course (15–20 wines) and a 49,000 won premium course (with an additional two to five premium wines), with plans to strengthen the premium tasting zone and apply quarterly themes. The Jan.–Feb. premium theme is "the reason for oak aging," presenting the difference between stainless-steel aging and oak aging through a comparative Chardonnay tasting.
The Pairing and Le Monde du Vin will run a monthly regular "premium tasting" program that offers small pours of expensive and rare wines by the glass. Combining explanations from a professional sommelier with a pairing course, all three sessions held through the end of last year were sold out. In Jan., The Pairing will run under a Châteauneuf-du-Pape concept, and Le Monde du Vin under a Super Tuscan concept.
Guests can check the monthly theme and glass lineup on menus placed at each location and then order from the A Glass of Seoul program. Mood Seoul's unlimited tasting runs Thursday to Sunday from 7 p.m. to 11:50 p.m. The premium tasting is offered by advance reservation through Catch Table.
An Ayoung FBC official said, "By revealing the first-half theme in advance, we enabled consumers to plan glass-wine experiences that match their preferences," adding, "starting with the January vintage comparative tasting, we will operate 'A Glass of Seoul' systematically so it takes root as a theme-based experience representing glass-wine culture."