Wine expert says forget about price

Gillaume Grandin

Sipping from a glass of red wine in any restaurant, even the Korean bulgogi eateries, can have its cachet ― well, at least to some wine snobs.
Although wine culture has established a long and solid foundation in western and eastern societies, it seems to be especially prevalent in Korea.
Many Koreans like to talk about the ways to hold the glass and savor the beverage.
And many people classify wine according to its price, when the price actually needs to be classified by the wine, according to wine expert Gillaume Grandin.
Grandin should know.
He has been in the wine industry since his childhood in Burgundy.
He later joined Sopexa, the marketing and promotion board for French food and beverages.
Grandin is currently conveying his expertise in wine at the Seoul branch of the Wine and Spirit Education Trust based in the United Kingdom.
He said there is no one standard for establishing the price of a bottle of wine.
“The price of wine is reasonable when the person who savors it forgets about the price,” Grandin said.
And what is his take on the state of the Korean wine market?
“The Korea market is quite young and small,” said Grandin.
“It still has progress to make for the prices to become more reasonable. Transportation and storage play a large role in the price. Tax is also relatively higher.”
The Burgundian said the profits made by importers are not as high as consumers think.
He advised not to focus too much on price.
“The market needs to open,” Grandin said.
“In doing so, consumers can expand their choice from only elite wine to a broader selection.”
Grandin said that with so many sales, promotions and other events, access to better wine is becoming easier.
“It has to be an exquisite discovery,” he said.
Grandin bought a bottle of Spanish wine for 18,000 won ($19) and said it was just as wonderful as something much more expensive.
Manners, although an important part of drinking wine, should not interfere with the ultimate purpose of wine ― the taste.
“Bringing too much manner closes your mind,” said Grandin.
“You have to be open- minded to be ready for new surprises.”
And he said there is no unified standard for classifying wine.

By Hwang Young-jin Staff Writer [yhwang@joongang.co.kr]