W ine Time is a tinv. Euro- pean-style wine store lo- cated on a back street of Sinsa-ctong. which borders Apk1l- jung-dong, Kangnams fashi on- able district. Tiny, bur it has a much bigger story ro telL because this store is a symbol of how the Korean wine industry has evolved into what it is lo- dav. Wine Time is a unit of the Nara Food Company. which also leases the wine section of the Hyundai Department store just a mile away. Until the acqui- sition of the Hyundai store outlet, Wine Time was the only retail wine sales outfit around. Early on, Wine Time's sales vol- ume was small. as wines were im- ported and sold mainly to the ma- jor hotels in town. Very few, if any, retail sales were made to walk-in customers, as the shop was virtually unknown to the pub- lic. Today, however, this tiny store is dedicated to vol.ume cor- porate sales as well as oth.er quan- tily-oriented retail customers. The man responsible for all this is Hur Dong-jo. whose wine educa- tion began when he fl!St stepped in- to the hotel industry as a beUboy in 1986. According to Mr. Hur. dur- ing that time he wasn't doing any- thing particular as far as his career was concerned. One dav. a friend of him already in hotel business suggested to him to come to work at the Holidav Inn then known as the Garden Hotel. His first job there was working as a bellboy because his English language skill was bet ter than average. Since his accidental step into the world of hotel business. he ended up working for the hotel industry for the next ten vears until he be- gan running Wine Time. As vou mav have guessed it. he was lilter promoted to the position of ban- quet waiter when he was trans- The Korea Times WEDNESDAY, MARCH 21, 2001 1 3 Wine Time ferred to the Westin Chosen. Prior to moving on to the Westin. he al- so worke'ct brietlv at Hotel Shilia as bell capmi;L A.ll these were taking place in 1980s :uid he qukkly moved on to become :1 or:; wine His sommelie.r experiences first :>tarred at Hugo. then flagship eaterv at the Grand H vatt of Seoui then 'onto Barron at the Grand In- ter-Continental in Sam$Ul1f!dom: where he worked for most of his sommelier career. A sommelier is the job title for the waiters or waitresses at the restaurants who know most about wine servings. The subject of wine is very involved as the grape variety and origins vary according to the patrons' preference. Som- meliers are easily identifiable as they wear a silver ashtray like ob ject on their neck called a tastevin. Together with his on-the-job trai.ning, Mr. Hur was the first one 80 to organize the Korea Sommeliers Association for which he served as the first president. At the same time. he also was at the first place .among fellow members for his outstanding ability to tell the char- acteristics of wines tasted while blindfolded. The Sopexa, the se- mi-governmental French commer- cial representative in Seoul, orga- nized this competition and it was held in 1996. The occupation of sommelier re quires a. great deal of sensing abil- ity by both the nose and mouth or better known as the palate so that. they can easily identify the ele- ments in wines as they, some- times, need to settle the cus- tomers' complaints on the spot. Usually these people are born with such talents as some of them are also working in the perfume industry as perfume judges in or- der to tell the quality of products they produce. In addition, they must also be familiar with the grape variety as well as the style of wine among others. Mr. Hur' s assessment of the wine culture here in Korea is that folks are now beginning to under- stand its true meanings. Prior to the Asian financial crlsis. people were buying wines in rather high volume just the way they did with the French Cognac. according to Hur. Without enjoying them sip- by-sip. they just drunk like a fish. No wonder many_ got sick after- ward,just the way people do with soju. Unlike soju or whisky. wine is a fermented substance so one can get sick by drinking more than what was meant to be. His personal estimate for the cur- rent volume of wine sales is ar around 80% of pre-1997 era. Howl!ver these sales go to those who trulv enJ ov drinkln< wine$ .; " e rather than those who buy wine for fashion or as a curiositv item. Mr. Hur' s future vision for wine is to see that cverv "samgvopsal" restaurant in wi!rreplacc soju with wine so there will be bs akohol rel:lted diSt':bes. like liver failure. Samgyopsal is. by the way, a favorite. local barbe- cued. pork delicacy. Call (0:2-548- 3720i if you would like to droo bv WincTime.