The New York Wine & Grape Foundation (NYWGF) is excited to announce the appointment of HOPSCOTCH Season (formerly SOPEXA) as the market representative for New York Wines in Vietnam, and Sohn’s Market Makers Ltd. as the market representative for New York Wines in South Korea.
These new strategic partnerships aim to elevate the profile of New York wines in two dynamic markets, leveraging the expertise of HOPSCOTCH Season and Sohn’s Market Makers Ltd. to raise brand awareness and, ultimately, imports of New York Wines. Their deep understanding of local markets and established networks will be instrumental in identifying potential trade opportunities and building relationships with key stakeholders.
“We are excited to partner with both HOPSCOTCH Season and Sohn’s Market Makers Ltd. as we expand the presence of New York Wines in Vietnam and South Korea,” said Valerie Venezia-Ross, Director of Programs & Marketing at NYWGF. “Building on our successful initiatives in these markets over the past two years, our new partners will help connect New York Wines’ exceptional and diverse offerings to key sommeliers, buyers, and wine enthusiasts alike.
The extensive experience and unique insights that both HOPSCOTCH and Sohn’s bring to this collaboration will be
invaluable.”
Richard Krystokowiak, Asean & Oceania Area Director of HOPSCOTCH Season said “Discovering New York wines has been like finding a hidden treasure that we cannot wait to share with fellow wine enthusiasts and those curious about their quality and heritage. The combination of Vietnam’s developing palate and the distinctive qualities of New York wines creates a promising avenue for collaboration and innovation. We believe that we can inspire a deeper appreciation for the art of winemaking in New York and the unique stories behind each bottle of wine, ultimately bridging both cultures and paving the way for mutual success. It is an honor for us to be part of this exciting journey and highlight New York wines’ craftsmanship and excellence to Vietnamese professionals and consumers.”
“We are thrilled to support New York wines as they make their entrance into the South Korean market. There’s a distinct excitement in seeing New York’s rich winemaking heritage connect with a vibrant and curious Korean audience, sparking new experiences and tastes,” said Lan Sohn, CMO of Sohn’s Market Makers. “This collaboration represents more than just trade; it’s an invitation for South Korean consumers to explore the story and craft of New York’s vineyards. We’re eager to witness how these wines resonate with local preferences and evolve within our culinary landscape, fostering connections and shared appreciation.”
“There’s something quite remarkable about the fusion of New York’s rich viticulture heritage with South Korea’s dynamic palate and appreciation for unique flavors,” said Johnny Bae, Marketing Manager at Sohn’s Market Makers. “This partnership represents more than just a new product introduction; it’s a bridge between our regions, bringing New York’s craftsmanship to a new audience. We’re thrilled to support this journey and look forward to witnessing the impact of New York wines as they find their place on South Korean tables.”
HOPSCOTCH Season and Sohn’s Market Makers Ltd. will focus on developing a robust network of agents, buyers, sommeliers, educators, and influencers, all dedicated to showcasing the quality and uniqueness of New York wines. By facilitating tastings, educational events, and marketing initiatives, they will help to create a vibrant presence for New York wines in both countries.
As part of NYWGF’s commitment to fostering international connections, these partnerships will play a crucial role in enhancing the visibility of New York’s wine industry on the global stage.
For more information about New York wines and the initiatives of the NYWGF, please visit www.newyorkwines.org.
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About The New York Wine & Grape Foundation (NYWGF)
The New York Wine & Grape Foundation promotes the world-class image of New York grapes and wines from the state’s diverse regions to responsibly benefit farmers, producers and consumers through innovative marketing, research, communication, and advocacy. For more information about the New York Wine & Grape Foundation, please visit www.newyorkwines.org
About HOPSCOTCH Season
HOPSCOTCH Season (formerly Sopexa) has been accompanying companies, brands, local authorities, and institutions in the Food and Beverage sector for over 60 years in the development and implementation of their international communication and influence strategies. With an integrated network of agencies in over 20 countries and a team of 250 passionate, multicultural experts, we are in close touch with market trends and local influencers and operate worldwide. Their industry specialists have unique insights into products, particularly of the wine and spirits sector, and an outstanding expertise in the management of collective campaigns benefiting from public funds. Their expertise covers the full range of marketing and communications professions, enabling us to support with integrated 360° campaigns, including branding and creative design, influence and digital services, PR and media partnerships, trade services, and shopper marketing. For more information about HOPSCOTCH Season please visit: www.hopscotchgroupe.com/en/post_expertise/hopscotch-sopexa/
About Sohn’s Market Makers Ltd.
Sohn’s Market Makers was established in 1990 to conduct market development activities for U.S. Commodity organizations. Lan Sohn, President & Founder, brings a wealth of advertising and marketing experience from her years at Daehong Advertising (Saatchi & Saatchi affiliate office) and the U.S. Embassy, Agricultural Trade Office in Seoul as a promotion specialist. With a staff of 16 professionals who possess a variety of merchandising, trade relations, government relations, advertising and joint promotion Sohn’s Market Makers is able to provide project teams that have a sound understanding of specific conditions, constraints opportunities, and other issues that impact success. Sohn’s Market Makers currently represents Potatoes USA, USA Dairy Export Council, California Walnut Commission, U.S.A. Poultry and Egg Export Council, the U.S.A. Rice Federation, California Milk Advisory Board, and the Florida Department of Citrus among others. For more information about Sohn’s Market Makers please visit: www.sohnmm.com
