Marlborough’s Isabel Estate secures South Korea importer
Wine importer and distributor Juju Korea Inc has announced a new partnership to import and introduce Isabel Estate wines into the Korean market.
Under the agreement, Juju Korea (주주코리아) will bring in three expressions — Marlborough Sauvignon Blanc, Single Vineyard Sauvignon Blanc and Single Vineyard Pinot Noir — to trade and consumers throughout Korea.
In recent years, Juju Korea has observed a rise in demand for expressive white wines. The importer views Isabel Estate as a strategic fit that diversifies and deepens its New Zealand representation. Eric Choi, CEO of Juju Korea, commented: “As Korean palates evolve, we are seeing a growing thirst for premium white wines. Isabel Estate offers a distinctive style and winemaking vision that fills a gap in our New Zealand roster, and helps us lead in meeting that demand.”
Juju Korea supplies to major off-trade retailers including department stores, specialty wine shops and e-commerce platforms, as well as selective restaurants, hotel wine lists and wine bars. Its portfolio already includes New Zealand, Australian and European labels.
Isabel Estate, part of Australia’s Endeavour Group, has been producing wines in New Zealand’s Marlborough region since 1980.
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Today, Isabel Estate’s wines are shaped by Jeremy McKenzie, formerly Senior Winemaker at Villa Maria and voted New Zealand Winemaker of the Year in 2022.
Lloyd Stephens, director of export for Endeavour Group, commented: “This partnership with Juju Korea Inc is an important milestone as we seek to elevate Isabel Estate’s presence in key Asian markets. Juju’s reach, market knowledge, and commitment to quality give us confidence that Isabel will gain the recognition it deserves in Korea.”
Sarah Soo Kyung Henriet is head of Korea at brand building agency Nimbility, which assisted in the deal. She said: “We were particularly meticulous in selecting a partner whose attention to detail mirrors that of Isabel Estate — not only in the vineyard or cellar, but through the logistics, marketing, and on-the-ground relationship with Korean trade. Juju Korea’s commitment to excellence gives us confidence that Isabel Estate will be positioned to become the benchmark wine it aspires to be.”
The first shipments of Isabel Estate’s Marlborough Sauvignon Blanc, Single Vineyard Sauvignon Blanc and Single Vineyard Pinot Noir are expected to arrive in Korea by the end of November 2025. They will be rolled out first to trade via curated tasting events and will thereafter be offered through Juju’s established channels — including specialty wine shops, relevant e-commerce platforms and select restaurant wine lists.
Juju Korea and Nimbility plan to cooperate on education programmes, trade support, sommelier engagements and consumer marketing to build brand awareness and long-term equity for Isabel Estate in Korea.
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