By Intern Reporter Lee A-rim May 19, 2025
The sea of Busan, its vibrant festivals, and a decade-long love story have all been captured in a single bottle. RM Winery’s flagship “GAHSS’NA” is a sparkling rosé that blends the bold energy of Busan with premium grapes from Washington State. Born from a man’s ten-year passion for a woman he met in Busan, the wine is crafted in her namesake.
Beyond the romantic backstory, RM Winery is revolutionizing the industry. By introducing an ODM/OEM model—combining U.S.-based production with Korean branding—they are lowering the high barriers to entry in the wine world and offering a platform for diverse entrepreneurs to challenge the global market.
We sat down with CEO Michael Audley to discuss building trust with U.S. partners, the mechanics of their ODM/OEM structure, and his advice for Korean F&B companies.
What Does a “Korean Brand” Mean in the U.S. Market?
Q: How does RM Winery’s approach to production and branding differ from the traditional model?
“The core of our model is the fusion of local production and Korean sensibility. We harvest premium grapes and produce the wine in Washington State. However, we aren’t just importing American wine. We apply brands planned in Busan, trendy flavor profiles from Seoul, and Korean storytelling and design to that local production.
U.S. winemakers actually visit Busan to study Korean tastes and recipes with us. By adding scents inspired by Seoul, Hangeul labels, and Busan’s official patterns, we create something entirely new. It’s produced in America, but exported globally—to the U.S., Asia, and Europe—as a ‘Korean Brand.’“
Q: Is identifying as a “Korean Brand” an advantage?
“I see it as a point of differentiation. The official Busan patterns, Hangeul labels, and the love story on the GAHSS’NA bottle provide a fresh and intriguing experience for American consumers. Plus, it pairs exceptionally well with Korean cuisine, which restaurant buyers love.”
Innovating the Structure: The ODM/OEM Platform
Q: Could you explain the ODM/OEM model?
“Simply put, OEM is when the brand designs and the factory produces; ODM is when the factory handles everything from design to production. RM Winery uses a hybrid:
- Planning: Korean or overseas partners plan the brand concept and story.
- Development (ODM): Our factory and Washington winemakers co-develop the recipe and design.
- Production & Distribution (OEM): We manufacture the finished product, which is then distributed globally under the partner’s name.
The brand focuses on content and marketing, while we take responsibility for production, quality, and certification.”
Q: What is the biggest strength of this model?
“There is almost zero initial CAPEX (Capital Expenditure). Even those without a background in wine—like designers or chefs—can test their brand with a single pallet (the smallest logistics unit). Since royalties are distributed based on the number of bottles sold, the risk is incredibly low.”
Empowering the Next Generation
Q: We heard you started a project with a university in Busan. Tell us about it.
“We recently launched the ‘K-Global Brand Makers’ project with Tongmyong University. Students, including international students, plan their own brands and realize their brand identities through mentoring.
I wanted to give them a hands-on portfolio rather than just a ‘startup’ experience. Having the record of planning, sales, and marketing is a powerful asset for employment. I often tell students that defined problem-solving and direct execution are more important than simply trying to match the specific ‘specs’ a company asks for.”
Advice for Korean F&B CEOs
Q: What are the main barriers for Korean F&B companies entering the U.S.?
“Regulations are complex—liquor licenses, state taxes, and FDA labeling vary everywhere. This is why we chose local production. By completing all certifications within the U.S., our price competitiveness and logistics efficiency improved significantly.”
Q: How do you win the trust of global buyers?
“Be proactive. Don’t just show up for a ‘photo-op MOU.’ We finish discussions via email and phone beforehand so that when we shake hands, we are already looking at a contract draft. Also, always have proof of capacity. We always carry evidence that we can produce up to 5 million bottles per year to ensure ‘continuity of supply.'”
Q: Any final message?
“The essence of business is ultimately people and happiness. Just as this wine started from my mother’s hobby and became a global brand, anyone can challenge the market if they have sincerity and a story. Use your identity as a Korean brand as a strength and dive in.”
