Korea Wine Challenge: Pinot Noir from Germany Named World's Best Red Wine

Outstanding wines were selected through passionate discussions among Korea’s top sommeliers, who then selected them through a two-week Preliminary and Final judging process.

Red Trophy Gold
2020 Hochheimer Reichestal Spätburgunder (Pinot Noir) VDP.GROßE LAGE

In addition, there were the following achievements from Germany:

Trophy Best of Country, Germany
Dr. Pauly-Bergweiler, Mosel
2003 Riesling Auslese

Weitere Goldmedaillen für: 
Dr. Pauly-Bergweiler, Mosel
2011 Riesling trocken
2006 Riesling Spätlese

Weingut Wurm, Rheingau
2022 Riesling feinherb
2018 Riesling Kabinett
2018 Riesling feinherb
2020 Riesling Kabinett
2021 Riesling trocken

Staatsweingut Freiburg, Baden
1997 Riesling Auslese
1997 Kerner Auslese
2019 Spätburgunder Große Lage

Marktinfo Korea

The Korean wine market is growing rapidly, is heavily influenced by imports, and shows a clear trend toward white wine. Despite their currently small market share, German wines have strong strategic opportunities, particularly through their white wine profiles and clear positioning in the mid- to high-end price segment.

Market Size and Forecast

South Korea is considered one of the most attractive wine markets worldwide, with single-digit percentage growth rates in market value. In 2024, 52 million liters of wine were imported, and the market value in 2024 was 462 million U.S. dollars.

More than 80% of wine is imported; so far, France, Italy, and Spain have dominated the market, complemented by a strong presence of wines from the “New World.”

Consumer Trends and Demand

Red wine accounts for 53% of the market, white wine for 22%, sparkling wine for 20%, and other wines for 5%.

The premium wine segment (starting at about 40,000 KRW per bottle, roughly 30 euros) is growing rapidly, although there are also many consumers who buy wines in the entry-level segment (10,000–20,000 KRW).

Good value for money

Consumers look for good value for money but are willing to pay a premium for special occasions and high-quality products—meaning the market is not purely price-driven, despite economic fluctuations.

Online purchases and app-based sales channels are of great importance; Korea is one of the most digitally advanced wine markets, and smartphones are used extensively to find information and place orders, although the wines must be picked up at a store upon presentation of proof of age.

German wines enjoy a very good reputation

The market share for German wines in Korea is estimated at around 1% - the potential is significantly greater than their current market presence. German wines enjoy a very good reputation

Exports of German quality wines to South Korea have doubled between 2014 and 2025. For 2025, an export value of around 4 million euros is projected, with a volume of approximately 6,000 hl.

What stands out is the high average price of around 7 euros per liter; this is unusual for an otherwise price-sensitive market and suggests positioning in the quality or premium segment.

Opportunities for German Wine 

German wines currently have a good opportunity to reposition themselves with aromatic, fresh white wines (Riesling, Pinot Blanc, Silvaner)—which pair exceptionally well with Korean cuisine—as well as high-quality sparkling wines. The combination of high perceived quality and still low market penetration offers opportunities for storytelling about origin, terroir, and food pairings. The market for premium wines is growing at an above-average rate; consumers are consciously spending more money on special occasions. These delicate Pinot Noirs also offer a good alternative to Pinot Noir from the "New World."