NIMBILITY KOREA STRATEGY PAYS DIVIDENDS

The underlying Korea market is resilient and still strong.

Since appointing Sarah Soo-Kyung Henriet as Head of Korea in early 2023, Nimbility has achieved notable success, establishing a strong foundation and driving impressive growth in this complex, yet dynamic, market. Nimbility's strategic approach and persistent execution have resulted in a range of successes that validate the commitment to this essential Asia drinks market.

Over the past 18 months, Nimbility has signed seven new distribution agreements with major importers within Korea, significantly expanding the reach and availability of its premium wine and spirits brands. This intensive effort has translated into tangible results, with volume sales increasing by 47% and value sales rising by 72% during this period.

Highlighting this strong performance are a series of high-profile distribution partnerships that have unlocked access to new channels and networks. Nimbility has successfully secured key distribution agreements with leading fine wine importer Vitis for both Klein Constantia of South Africa and Tuscany’s Bertinga. Klein Constantia is Vitis' first South African brand, and Bertinga is the company’s first Super Tuscan, both of which have received great feedback from top restaurants as rising stars. Central to the success of both brands have been Brand Owner trips to Korea, organised by Nimbility, to launch the brands. In each case, a series of expertly curated events and activations were arranged to showcase the wines to sommeliers, restaurant owners, retailers, media, influencers and wine lovers. 

Nimbility has also forged a collaboration with Nexvin, the premium wine importing branch of Korea’s biggest wine bar franchise, enabling the introduction of Hawke's Bay icon Trinity Hill to a multidue of Korean consumers actively seeking to explore new wine regions and styles. Trinity Hill was "soft launched" with Nexvin in Korea in April 2024 through an interactive trade masterclass for an exclusive group of F&B directors, sommeliers and premium retail shop owners, co-hosted by Nimbility Head of Korea Sarah Soo-Kyung and Nexvin Director Sungjin Kim. A consumer event featuring a number of Korea’s top wine influencers was also organised by Nimbility. In June this was followed by a visit from Trinity Hill CEO Rebecca Poynter which included visits to top HORECA and retail accounts, an intimate tasting session with top sommeliers and hotel managers, and a consumer tasting event at La Vigne for VIP clients. A visit to famous YouTuber and influencer Yanggang’s wine shop topped off a well curated three day program of Trinity Hill activation organised by Nimbility and Nexvin.

Similarly, Nimbility's work with long-established importer Cave de Vin has been fundamental in expanding the presence of Rathfinny Sussex Sparkling wines in Asia. Nimbility co-ordinated the recent visit of Owner Mark Driver and Marketing Director Millie Driver to Korea to launch the brand through a series of bespoke activations and events. The two-day launch events, held from June 19-20, provided Korean wine consumers, trade professionals, and media with an immersive introduction to the quality and unique terroir-driven character of Rathfinny's low dosage, vintage sparkling wines from Sussex England.

Commenting on the new partnership Sarah Soo-Kyung had this to say:

"Korean consumers are smart and want more choices, especially after the pandemic, and Rathfinny is here exactly to offer those choices, in partnership with Cave de Vin. Key to the introduction of Rathfinny to Korea has also been our close work with micro influencers for the brand, which has been an efficient and effective way to build brand visibility.”

Nimbility's grassroots support has been invaluable to Rathfinny's and other brands’ expansion in Korea, acting as an extension of brand partners to establish a strong presence. Alongside the strong distribution achievements, Nimbility has made significant strides in driving brand activations and awareness through a range of high-impact initiatives. The third edition of the company's “Nimbilitivo Seoul” event, which registered attendees from across the Korean wine and spirits trade, media and influencers, was a resounding success.

Ian Ford, Nimbility's CEO, enthusiastically noted: "The energy and enthusiasm at this year's Nimbilitivo Seoul was truly remarkable. A serious group of drinks buyers enjoyed our wines, spirits and non-alc alternatives, and we're excited to build on this momentum in the market."

Some creative content developed by influencers such as Foodie_Angela, mochi_meorang and wine_mariage_jw captured the essence of the event.

Nimbility is fully committed to the long term development of our partnerships in Korea, and there are already three new producers that will be launching in Korea in the coming months.

“We’ve done well so far thanks to so much support from our friends in the trade, but this is just the beginning, there is still so much yet to come in the years ahead!” commented Ford.

For more information about Nimbility brands in Korea, please contact: sarah@nimbilityasia.com