Affordability is the recent trend in South Korea’s alcoholic beverage industry. And to break away from the luxurious yet costly image, a growing number of wine and whisky brands are rolling out lower-cost drinks.

Having pioneered the trend, Korea’s retailer HomePlus unveiled a lineup of red and white wines made by Ronan by Clinet. They are produced in Bordeaux, France, and sell for 18,900 won ($16) per bottle. 

“I myself am a big wine fan. But you can’t open a bottle of premium wine every time. So I hope wine drinkers can casually consume Ronan by Clinet as a daily wine,” Ronan Laborde, CEO of Chateau Clinet said in an interview with the Korea Herald last week in Seoul.

Ronan by Clinet is aimed at reaching out to the mass market and sharing high-quality wine produced in Bordeaux at an approachable cost.

“I didn’t launch Ronan by Clinet to become a billionaire,” he added.

Ronan by Clinet is an affordable brand under Chateau Clinet, one of the most prestigious estates of the Pomerol region whose wine making history traces back to the 17th century.

As a young CEO in his late 30s, who took the post in 2004, Laborde has brought a modern touch to management and wines.

Since 2014 grapes picked at Laborde’s vineyard are placed in a machine designed to preserve freshness.

“Wine is a lively drink, so the grapes used to make wine should be lively as well,” Laborde said.

Workers at Laborde’s vineyard use horses to plow the land instead of tractors. The traditional way is not only environmentally friendly, but also produces higher quality grapes.

While plowing the vineyard, a horse will stop when it feels something in the soil whereas a tractor will just go over it, Laborde explained.

Breaking away from the stereotypical image of a winery owner, Laborde presents himself in a modern fashion, dressed in a fit business suit, well-trimmed short hair and polished shoes, as he places great value in being “precise.”

His office sticks to a no-jeans, short-hair and suits-only dress code, and vineyard workers also have to wear a uniform.

Laborde emphasized that being precise was essential in order to offer the best wine and satisfy customers.

Meanwhile, the CEO chose to supply his wines to the Korean supermarket chain HomePlus, impressed with the wine education it provides its customers.

Laborde acknowledged that wine is a difficult drink for most people, with complicated classifications and jargon. HomePlus employs sommeliers, dubbed Homepliers, in its winery sections to help customers select appropriate wines.

“I hope our Korean customers remember that my team and I are always thinking about them. I also wish wine fans in Korea can enjoy Ronan by Clinet as a daily drink,” Laborde noted.

In terms of future goals, Laborde said that as there are currently no accommodations in the Pomerol region where many vineyards are located. He plans to build a boutique hotel within five to 10 years for visitors to stay overnight and get a full grasp of the beauties the region has to offer.

By Kim Bo-gyung (lisakim425@heraldcorp.com)