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By Yook Seong-yeon, Herald Economy “Shafer’s luxury wines require patience. Thanks to Shinsegae Group’s investment, that wait doesn’t have to feel so rushed anymore.”
Chris Avery, CEO of Shafer Vineyards, said this at an event on March 24 at the House of Shinsegae Wine Cellar in Seoul’s Seocho District. Shafer is considered one of Napa Valley’s cult wines—premium labels known for limited production, rarity and fiercely loyal fans that drive high prices and prestige.
In Korea the winery is known for two things: “Jung Yong-jin’s wine” and “the winery that earned six perfect 100-point scores.”
Shafer is a favorite of Shinsegae Group chairman Jung Yong-jin. In 2022, Shinsegae bought Shafer through its real-estate arm, Shinsegae Property, for about 300 billion KRW (approximately $225 million). Shinsegae L&B now holds exclusive import rights.
Avery views the four years since the acquisition positively. He says the winery has kept its identity while gaining the freedom to manage with a longer-term perspective. “We’ve cleared land and replanted vines at five sites,” he said. “Going organic takes seven to eight years to yield wine, and Shinsegae’s investment has given us the luxury of not rushing.” He added that Shafer has shifted from short-term market strategies to focusing on upscale restaurant sales and hospitality for visitors, planning with a long game in mind.
Shafer also wears the “perfect-score” badge: its Hillside Select has earned six 100-point scores from world-renowned critic Robert Parker.
Avery credits Shafer’s quality to natural farming practices. All vineyards run entirely on solar power, and the team uses hawks and owls for natural pest control. “We place long poles so hawks can catch rodents more easily, and we install boxes to help owls hunt at night,” he said. “Grapes grown in the best natural environment develop deep, complex flavors on their own.”
The winery is also investing in technology, buying high-end equipment that scans rows with lasers to remove unsuitable grapes as the machine passes through the vines.
At the event we tasted five wines. Red Shoulder Ranch Chardonnay showed melon and pineapple aromas—a white that’s light but finely detailed.
We also sampled One Point Five Cabernet Sauvignon, which offers black-fruit aromas; the intensely flavored Hillside Select Cabernet Sauvignon; and the TD-9 Cabernet Sauvignon.
Relentless Syrah is 93% Syrah and spent 28 months aging in oak. Avery described it as “costly to make but a wine that scores highly with critics.”
He expressed strong confidence in Shafer’s future. “Shinsegae’s investment allowed us to secure prime vineyards near the winery and land at some of Napa Valley’s highest elevations,” he said. “We will produce Napa Valley’s finest wines.”
The sale of such a prized Napa property to a Korean company made headlines in the U.S.; Wine Spectator named Shinsegae’s acquisition one of the year’s major wine-industry stories.
Industry observers also point to a notable post-investment move: a distribution partnership with Southern Glazer’s Wine & Spirits, North America’s largest alcoholic-beverage distributor with a strong foothold in premium wine distribution.
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