ESU Korea: Shine Muscat grapes a high-performance premium category
By
John Groh
ESU Korea: Shine Muscat grapes a high-performance premium category
By
John Groh
When ESU Korea, a South Korean Shine Muscat grower and shipper, evaluated exports to the U.S., the objective was not novelty — it was addressing a gap between a standout consumer eating experience and limited access in mainstream retail.
Historically, Shine Muscat grapes were positioned in the U.S. as a gift-grade specialty item with limited distribution and premium pricing. While the fruit carried strong brand recognition in Asia, availability stateside was largely confined to niche specialty channels.