How Ha Jung-woo‘s ’Makiki Riesling' is Transforming Convenience Store Wine Sales in 2026

7-Eleven unveils its second Ha Jung-woo collaboration wine, Makiki Riesling
Makiki Atelier pop-up opens at Jamsil AvenueL on the 16th
7-Eleven stands out with collaboration drinks featuring Choo Sung-hoon and Shin Dong-yeop
Wine category sales jumped 40% year over year last year

“The Makiki Riesling I’m presenting this time is an easy, everyday wine. It offers steady acidity and abundant fruit aromas, so I think it’s perfect for spring,” said actor Ha Jung-woo.

On the afternoon of the 16th at B1 of Lotte Department Store Jamsil AvenueL in Songpa-gu, Seoul, customers flocked to check out wine bottles adorned with Ha Jung-woo’s artwork outside 7-Eleven’s Makiki Atelier pop-up. A central display featured rows of Makiki Wine labeled with Ha’s art. Visitors eagerly lifted bottles to study the designs and snapped photos.

Ha Jung-woo, who collaborated on the wine, made an in-person appearance to introduce the new release and chat with customers. The moment he arrived, crowds swelled and the pop-up buzzed with activity. Both wine fans and casual shoppers paused to explore the space and inspect the products.

The pop-up was styled to evoke Ha Jung-woo’s atelier, with his works exhibited throughout the space. A limited number of bottles signed by the actor and exclusive commemorative goods—eco bags, pouches, and posters—were available for purchase.

The event celebrated the upcoming official launch, slated for the 1st of next month, of Ha Jung-woo’s second collaboration wine, Makiki Riesling. Riesling is one of the top three white wine varieties, and this Makiki bottling was sourced from Washington state’s Columbia Valley, a region renowned for Riesling. The label showcases artwork Ha painted in Makiki, Honolulu—a place he often visits to relax.

A 7-Eleven spokesperson said Ha Jung-woo contributed his preferences during planning and was involved throughout the development process. “He personally selected the artwork that pairs best with the wine,” they added.

Visitors reacted positively. Jin-cheol Jeong, a man in his 30s, said, “I heard about the pop-up from Ha Jung-woo’s Instagram. Since he’s known for his wine knowledge, I came specifically to see it.” He added that he often buys collaboration items, mentioning recent purchases of the sake collaboration with Choo Sung-hoon and the whiskey teamed with Shin Dong-yeop.

Since 2024, 7-Eleven has expanded its differentiated lineup by introducing “art wines” that feature Ha Jung-woo’s artwork on the bottles. Beginning with Call Me Later in August 2024 and followed by last August’s Makiki Sauvignon Blanc, the company has released five labels to date and sold over 1 million bottles. Shoppers in their 30s made up the largest share, around 40% of buyers.

The surge in interest for art wines has helped boost convenience store wine sales. 7-Eleven’s wine category saw a 40% year-over-year increase last year and has continued growing this year, up 34% so far.

This is 7-Eleven’s first alcohol pop-up held outside its own retail channels. While the chain has long targeted value-conscious customers in their 20s and 30s with affordable wines, the pop-up is part of a strategy to expand engagement across all age groups.

7-Eleven aims to move beyond selling just budget-friendly wines by offering products that blend art and content, enhancing the overall customer experience. Lately, the company has ramped up collaborations using intellectual property—celebrity personalities and characters—to drive fandom-based marketing.

Last December, 7-Eleven’s collaboration with former mixed martial artist and TV personality Choo Sung-hoon produced a Japanese-style sake called Aki Green; the initial 40,000-bottle run sold out quickly. The company secured an additional 20,000 bottles to meet demand. As Choo regained attention through OTT platforms and YouTube, consumers in their 20s and 30s accounted for 60% of total sales.

After Aki Green surpassed 100,000 cumulative sales, 7-Eleven launched a follow-up collaboration on the 12th of this month: Aki Yuzu, an exclusive yuzu-flavored release.

Retailers are leaning into fandom marketing because fan-driven purchases tend to show higher loyalty and spending power than general consumption. Strong interest in specific content or IP drives repeat purchases and organic promotion. 7-Eleven plans to keep expanding IP-based offerings—art wines and character collaborations—to strengthen its competitive differentiation.