[Photo by Ayung FBC]
Comprehensive liquor company Ayung FBC has officially launched the popular U.S. wine brand 'Barefoot' in South Korea. With a price point in the 10,000 won range and convenient packaging, the brand aims to attract novice wine drinkers and outdoor enthusiasts.
On July 1, Ayung FBC introduced three varieties of Barefoot wine: Moscato, Sauvignon Blanc, and Cabernet Sauvignon. The products will be available at major supermarkets and convenience stores nationwide, all priced around 10,000 won.
Barefoot Moscato is characterized as a sweet and fruity introductory wine. Barefoot Sauvignon Blanc features fruity aromas and acidity, making it a good match for seafood and light snacks. Barefoot Cabernet Sauvignon emphasizes berry flavors and vanilla notes in a red wine.
The company is also launching a small-sized Tetra Pak wine targeting outdoor activities like camping and picnics. This packaging does not require a separate opener and reduces the risk of breakage compared to glass bottles, making it easier to carry.
Ayung FBC explained that the domestic product lineup is designed to be easily chosen by consumers without specialized knowledge of grape varieties or vintages, focusing on popular types and intuitive flavors. The strategy aims to expand wine consumption from a beverage for special occasions to a casual drink enjoyed in everyday life.
Barefoot is a wine brand that began in California in 1965. It has targeted the mainstream wine market with its footprint logo, affordable pricing, and fruit-forward products. Last year, it was named one of the '2025 U.S. Wineries of the Year' by Wine Enthusiast magazine.
This launch aligns with a trend in the domestic wine market shifting from high-priced red wines to value-oriented products and white wines. According to customs data, wine imports last year totaled approximately $434.28 million, a decrease of about 6% from the previous year’s $462.11 million.
The market share of traditionally dominant red wines fell from 57% in 2024 to 48% last year, while white wines increased from 18% to 26%. Last year, the import value of white wine also grew by 16.3% year-on-year, reaching about 145 billion won.
CU, a convenience store operated by BGF Retail, has also started selling a new product from its value wine brand 'mmm!'—the 'mmm! Bay Beach Sauvignon Blanc'—starting today. To celebrate the launch, it will be sold at a discounted price of 12,900 won, reduced by 3,000 won for the month of July.
An Ayung FBC representative stated, "Barefoot is a representative consumer-friendly brand that allows even novice wine drinkers to enjoy wine intuitively. We plan to continue engaging consumers through influencer collaborations and limited-edition merchandise promotions after the brand launch."
* This article has been translated by AI.
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