Opening of ‘EUR17’ CMB Experience Certified in Seongbuk-dong, Seoul
A new venue certified by the CMB
On 16 March, the EUR17 Art Restaurant, located in Seongbuk-dong, Seoul, celebrated its official reopening following extensive interior refurbishment under the slogan ‘EUR17 X CMB’. To mark the occasion, the restaurant introduced a wine-tasting concept featuring blind and semi-blind tastings, focusing on award-winning wines from the Concours Mondial de Bruxelles | CMB.
A third CMB Experience Certified establishment in South Korea
With this opening, EUR17 becomes the third restaurant in Korea to obtain CMB Experience Certified status. This distinction is awarded to establishments offering a selection of wines from the Concours Mondial de Bruxelles and providing customers with a tasting experience that allows them to appreciate the quality and style of the wines without any preconceptions linked to the label or brand.
What is CMB Experience Certified?
The CMB Experience Certified label recognises prestigious restaurants and bars that choose to incorporate a carefully selected range of wines awarded by the Concours Mondial de Bruxelles into their own offering. This certification guarantees customers the presence of CMB-medal-winning wines as well as a high standard of professional service. It helps identify establishments that showcase the excellence of the CMB at the heart of a varied menu.
Located in one of Seoul’s most prestigious residential districts, EUR17 has now established itself as a dining venue combining artistic flair with a fresh approach to wine tasting.
EUR17’s representative, Im Ji-hyuk, said of the opening:
“We are delighted to offer a menu featuring CMB award-winning wines that are recognised internationally. Personally, I believe that wines awarded the CMB Grand Gold medal are of a quality comparable to that of the finest luxury brands. In the future, we hope to contribute, alongside CMB Experience Korea, to developing a new wine culture in Korea”.
An experience inspired by the competition’s tastings
The CMB Experience in Korea is based on a concept aimed at extending the tasting experience practised by the competition’s judges to consumers by replicating the conditions of blind tasting. Consumers can thus evaluate and appreciate the wines by focusing solely on their aromas and flavours, without being influenced by price, brand or label.
The CEO of CMB Wine Experience in Cheongdam-dong, Hyun Woo Chang, added:
“At CMB Wine Experience in Cheongdam-dong, food and wine sales currently account for roughly a 50/50 split. Korean consumers particularly appreciate this approach, which allows them to discover wine without preconceptions, and are showing keen interest in this new wine culture”
In Korea, the development of CMB Wine Experience is currently centred on its flagship store in Cheongdam-dong, the second certified establishment, Line de Hannam, and EUR17, which has recently joined the network.
Industry players believe that the combination of blind tasting culture based on award-winning wines from the Concours Mondial de Bruxelles and the gastronomic experience could introduce a new paradigm to the wine market in Korea. The evolution and expansion of this concept are therefore attracting growing attention within the industry.
