South Korea is a key emerging wine market in the Asia Pacific region. It is the fourth largest economy within the region and has remained relatively stable through the Global Financial Crisis and the COVID-19 pandemic.
While the population is ageing and getting smaller, South Koreans have a heavy drinking culture that is mostly focused on spirits and beer. During the pandemic restrictions, wine’s share of the alcohol market benefitted greatly from at-home consumption. However, the market has been adjusting back over the past couple of years.
This Market Bulletin provides a snapshot of the key market trends from Wine Australia’s newly published South Korea Market Insight Report (for levy-payers and exporters only).
1.) Population and household size in South Korea are declining
The South Korean population is declining, due to waning birth rates and minimal immigration. South Korea’s fertility rate – among the world’s lowest – reached a record low of 0.72 in 2023. It has since risen sightly, which has been attributed to the introduction of more family-friendly work policies and cash incentives.
Out of 24 million households, there are now 10 million single-person households –meaning 42 per cent of all households in South Korea now only have 1 person. This is largely due to an ageing population and because many younger people are choosing to live alone.
Figure 1: Average household size South Korea
Source: Statistics Korea
2.) Spirits and beer are the most popular alcoholic beverages
According to IWSR, South Korea is one of the leading markets for per capita alcohol consumption, with South Koreans consuming 14.6 litres of pure alcohol per head in 2024.
Post-work sessions are key alcohol consumption occasions, where colleagues catch-up and debrief. Beer and soju (a traditional Korean clear spirit made from rice, wheat, or barley) are the most popular drinks at these times. However, there are signs that wine is becoming more popular at post-work occasions, providing an opportunity for the category. According to IWSR the share of consumers choosing wine at these occasions has increased in the long-term.
3.) Wine consumption has returned to pre-pandemic levels
In 2024, 5 million cases of wine (still, sparking and fortified) were consumed in South Korea, worth US$1.1 billion. This makes it the third largest wine market in Asia, behind mainland China (43 million cases) and Japan (36 million cases). South Koreans drink around 1 litre of wine per adult per year.
Wine was a significant beneficiary of at-home consumption during the pandemic, as most wine in South Korea is consumed at home rather than restaurants or bars. Wine consumption has declined since the peak at 8 million litres in 2021, returning to roughly the same level as 2019.
4.) Red wine is losing share to lighter styles
While overall volume is about the same as 2019, the share of wine styles has changed. Still red wine has declined in volume by an average of 3 per cent per year, while still white and ros̩ have grown by 6 and 15 per cent per year, respectively. Sparkling wine has also grown Рby 8 per cent per year. Consequently, red wine has declined from a 69 per cent volume share of the wine market to 58 per cent.
According to Starburst Insights, the reason consumers pick red wine is often due to its perception of being healthier than other wine styles, while they seek white and sparkling wines for refreshment. Rosé is chosen for its “strong, sweet” taste, according to South Korean wine consumers.
Figure 2: Volume share of wine consumption by style in South Korea
Source: IWSR
5.) Australian wine exports to South Korea are normalising after 2021 surge
In the year ended September 2025, Australian wine exports to South Korea declined by 8 per cent in value to $27.3 million but increased by 27 per cent in volume to 4.7 million litres. Wine exports have grown in the long-term – increasing by an average of 5 per cent per year in volume and 2 per cent in value between 2020 and 2025. Australia was also a beneficiary of at-home wine consumption in 2021, with exports growing by 81 per cent in value in the year ended September 2021. Export levels have normalised in the years since.
Australian wine is seen as accessible and affordable by South Korean wine consumers, who also associate Australian wine with being unique, natural, and sustainable (Starburst Insights).
Figure 3: Volume and value of Australian wine exports to South Korea
Resources for Australian wine exporters researching the South Korean market
South Korea Export Market Guide | Wine Australia
Compliance information for exporting wine to South Korea, including the regulatory environment, importing requirements, and key government contacts. (Levy-payer and exporter access only.)
Wine Australia organises or participates in events ranging from key trade shows to regional and varietal masterclasses in over 17 different global markets. The events and activities showcase Australia’s dynamic wine culture and allow people to discover the unique diversity of Australian wine regions, styles and varieties.
Export Market Development Guidebooks: key Asian markets | Wine Australia
The Export Market Development Guidebooks have been prepared by Euromonitor on behalf of Austrade and Wine Australia, to help Australian wine exporters make informed decisions through the provision of enhanced market intelligence reports. (Levy-payer and exporter access only.)
South Korea Wine Landscapes | Wine Australia
The latest IWSR South Korea Wine Landscapes report provides an overview of the consumption behaviour and attitudes towards wine among South Korean semi-annual wine consumers. (Levy-payer and exporter access only.)
South Korean Market Intelligence Resource for South Australian Wine Businesses | Wine Australia
The South Korean Market Intelligence Resource for South Australian Wine Businesses provides a comprehensive summary of the South Korean wine market and tips and tools to help exporters achieve success.
Uncorking new opportunities for Australian Wine in Japan and South Korea | Wine Australia
The Uncorking new opportunities for Australian Wine in Japan and South Korea report has been prepared by Starburst Insights on behalf of Australian Grape & Wine to provide Australian winemakers with fresh information and consumer insights for two critical export markets.
Comprehensive data on Australian wine exports back to 2015 including market, container type, wine style, GI and variety label claim and price segment.
Free on Board (FOB) to Retail Calculator | Wine Australia
Allows users to calculate what the bottle price will be on shelf (the RRP) in international markets for a given FOB value and thereby assess and evaluate competitors in market through price point comparison.
Market Explorer Tool | Wine Australia
Wine consumption, imports and key economic indicators for the top 40 most attractive wine markets. (Levy-payer and exporter access only.)