[Luxury World] A New World of Burgundy... Exclusive Wine Class for VIPs

Report from the House of Shinsegae Wine Cellar 'Burgundy Masterclass'

Connecting Wine and Personalized Experiences through Purchase History and Preference Analysis

Wine Sales Over 1 Million Won Surge 120%... VIP Share Exceeds 50%

"Do you detect aromas reminiscent of seaweed or marine plants?"

On August 28, at the Wine Cellar on the first floor of House of Shinsegae, Shinsegae Department Store in Gangnam, Seoul, a long table inside a private room surrounded by deep green walls was meticulously set with six wine glasses and tasting notes at each seat. As the participants gently swirled their glasses and savored the aromas, Jeannie Cho Lee, Master of Wine (MW), explained the unique characteristics of a wine produced in Chablis, the northernmost region of Burgundy, France.

The 'BURGUNDY ALLURE Burgundy Masterclass' held at 6 p.m. on the 28th at the Wine Cellar on the 1st floor of House of Shinsegae, Shinsegae Department Store, Gangnam, Seoul. Photo by Yeju Han

Jeannie Cho Lee is a leading wine expert representing Asia. Born in Seoul and raised in the United States, she attended Smith College and Harvard University before launching her career as a journalist and wine columnist in Hong Kong. In 2008, she became the first Asian to obtain the MW certification from the Institute of Masters of Wine (IMW) in the United Kingdom—the world’s most prestigious credential in the wine industry. She currently serves as a professor at the School of Hotel and Tourism Management at the Hong Kong Polytechnic University and as a wine consultant for Singapore Airlines. In 2021, she was awarded the Chevalier de l’Ordre National de la Légion d’Honneur by the French government for her contributions to the wine industry.

The ‘BURGUNDY ALLURE’ Masterclass, hosted by Shinsegae Department Store that day, focused on white Burgundies from the 2018 and 2019 vintages. The session compared six wines to explore how the climate differences between the two years influenced the style and aging potential of the wines.

Jeannie Cho Lee commented, "In 2019, the diurnal temperature variation was greater and nighttime temperatures were relatively lower compared to 2018, which was beneficial for preserving acidity in white wines." She also noted, "In contrast, 2018 saw warm weather continuing into the night, resulting in significant variation in wine outcomes depending on the timing of the harvest."

This is Jenny Jo Lee, Master of Wine (MW), who conducted the class that day. Photo by Hanyeju.

Tasting Burgundy Through Six Glasses: Contrasting the 2018 and 2019 Vintages

The class began in earnest as Minju Kim, the head sommelier at Shinsegae Department Store, filled the participants’ wine glasses. Leading off, the ‘Vincent Dauvissat Chablis 2019’ presented bright aromas of lemon and apple, which blended seamlessly with wet stone and a pronounced saline minerality. Its full yet firm acidity provided a clean and solid first impression. Next, the ‘Pierre Morey Meursault 2019’ offered rich body, featuring ripe pear and apple layered with butter and toasted nuts, although the oak presence was somewhat assertive. The third wine, ‘Thomas Collardot Puligny-Montrachet Premier Cru 2019,’ was memorable for its perfect balance of lemon, white floral notes, and chalky minerality—elegant yet distinct, leaving a lasting impression among the wines tasted that day.

The differences became even more vivid with the transition to the 2018 vintage. The ‘Jean-Claude & Bessin Chablis Premier Cru 2018’ delivered an easygoing harmony of fruit and acidity, making it the most approachable among the six bottles. The following ‘Samuel Billaud Chablis Grand Cru Les Bougros 2018’ stood out for its more concentrated fruit flavors, savory minerality, and a lingering finish—exuding power yet maintaining balance, it left the strongest impression alongside the Puligny-Montrachet. Rounding out the tasting, the ‘Chandon de Briailles Corton Blanc Grand Cru 2018’ displayed the greatest weight among the six, characterized by abundant fruit and nutty notes and a robust texture. Compared to the previous wines, it showed notably more power and structure, closing the tasting with a long finish.

A scene with six wine glasses and tasting notes placed at each seat. Photo by Han Yeju

'Taste' Over VIP Status: Customer Management Based on Wine Purchase History

Only eight people attended the masterclass that day. Shinsegae Department Store selected its guests by analyzing the Burgundy wine purchase history and preferences found in the customer database (DB) managed by the House of Shinsegae Wine Cellar. Unlike traditional VIP programs, which are centered around total spending, this event invited guests based on individual taste.

A Wine Cellar representative explained, "We first contacted customers who demonstrated a preference for Burgundy among those we manage," adding, "No matter how frequently a customer makes purchases, if they have never bought or shown interest in Burgundy wines, this event would not be suitable for them."

Among the actual attendees, there were customers who had only purchased wine from House of Shinsegae about three times. One participant said, "I received a text message after my recent purchase here and reached out right away."

The Wine Cellar regularly selects and invites customers based on their affinity for specific regions, grape varieties, or producers to attend thematic classes and tastings. The store, covering approximately 400 pyeong, stocks over 6,000 bottles of wine, whisky, and spirits—more than half of which are fine wines. In addition to rare Burgundies such as Domaine de la Romanée-Conti (DRC) and Leroy, there are exclusive stores for Dom Pérignon, Krug, Macallan, and Suntory.

Resident sommeliers connect customers’ purchase histories and preferences not only to suitable products but also to enriching experiences like classes and tastings. This strategy is designed to foster repeat visits, encouraging customers to learn and experience wine rather than stopping at a single high-end sale.

Wine Sales Over KRW 1 Million Up 120%: Consumption Concentrating on Fine Wines

The reason Shinsegae is investing in high-end content targeting a select clientele is rooted in changing wine consumption patterns in Korea. While the rapid growth in the wine market during the COVID-19 pandemic is slowing, demand for fine wines—valued for their rarity and aging potential—remains relatively strong. Polarization is intensifying in the wine market, with more consumption shifting to premium and expensive products.

This trend is evident in sales at the House of Shinsegae Wine Cellar. According to Shinsegae Department Store, from January to August 15 of this year, sales at the Wine Cellar increased by more than 35% compared to the same period last year. During the same period, sales of wines priced between KRW 500,000 and KRW 1 million rose by 43%, while wines priced over KRW 1 million surged by 120%.

The proportion of department store VIPs—who make up the core consumer base for high-priced wines—has also grown. According to a Wine Cellar representative, for the first time, department store VIP customers accounted for over 50% of wine sales at the House of Shinsegae this year, compared to the mid-to-high 40% range previously.

A Shinsegae representative stated, "Our ‘Wine Camp,’ where sommeliers share in-depth knowledge, and ‘Masterclasses’ featuring globally renowned experts continue to sell out each time," adding, "We will continue to lead the domestic fine wine market with an exclusive selection and differentiated VIP content available only at House of Shinsegae."

This content was produced with the assistance of AI translation services.