Market insights – Asia

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Asia, including North East Asia, South East Asia and other Asian countries, comprises nearly 30 different markets, with a range of distinct cultural, religious and social practices.  In general, these markets are characterised by increasing wealth and disposable income.

Asia – the new global frontier for wine exports

Asia, including North East Asia, South East Asia and other Asian countries, comprises nearly 30 different markets, with a range of distinct cultural, religious and social practices.  In general, these markets are characterised by increasing wealth and disposable income. While 50 per cent of the population of Asia and the Pacific was classified as living in extreme poverty in 1990, this proportion had decreased to 15 per cent by 2012, which is below the global average, according to the United Nations Economic and Social Commission for Asia and the Pacific (2015).

In terms of wine, Wine Intelligence (2017) classifies almost all Asian markets as “new emerging” – where wine is a relatively new and unknown product but showing potential. Japan, Singapore and South Korea are classified as “growth” – where wine is becoming a mainstream product and consumption is increasing.  Japan is the world’s sixth largest importer of wine.

Per capita consumption of wine in Asian countries is very low – the highest being South Korea and Japan at 7.7 and 7.0 litres per capita respectively, followed by Hong Kong and mainland China at 4.6 and 3.3 litres per capita. (Australia’s per capita consumption is 23.9 while the highest in the world is Portugal with 45.7 litres per capita.)

Excluding mainland China, Hong Kong and Taiwan, which together accounted for over 80 per cent of Australia’s wine exports to Asia in 2017, the largest Asian markets for our wine are Singapore, Malaysia and Japan.  Free Trade Agreements with Japan and South Korea have underpinned recent growth and provide opportunities for future increases in trade.

Image source: Adobe Stock

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Australian wine export market summaries

Latest update: 24 Jul 2018

Australian wine export markets profiles including summary statistics on volume and value of total wine exports, and recent growth trends benchmarked against Australia's total wine exports.

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China/Asia-ready Workshops 2018

Latest update: 22 Jun 2018

This series of video presentations is designed to give Australian wine exporters practical knowledge of how to succeed in doing business with China, including: the cultural differences between Australia and Asia (particularly China), what to expect in real business settings and how not to get 'lost in translation'.

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Latest update: 01 Apr 2018

Summarises wine imports for various markets by three categories - bulk wine, bottled wine and sparkling wine. The report assists Australian wine exporters understand trends in global wine trade.

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Japan wine market sales trend report

Latest update: 07 Sep 2016

This report summarises the Japanese wine market by wine style, colour, brand, country of origin and price point.

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Debra Meiburg's Guide to the Taiwan Wine Trade

Latest update: 05 Jan 2016

To help Australian wine exporters and producers operate in the Taiwan wine market, Debra Meiburg MW published an updated comprehensive guide to the trade in Taiwan.

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Debra Meiburg's Guide to the Singapore Wine Trade

Latest update: 01 Aug 2015

To help Australian wine exporters and producers successfully operate in the Singapore wine market, Debra Meiburg MW published an updated comprehensive guide to the trade in Singapore.

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Further reading

Australian export market snapshots
Export Market Snapshots are one-page profiles of the export markets for Australian wine and provide at-a-glance summary statistics.
Market bulletin
A weekly commentary analysing the latest international and domestic market data, trends and reports.
Marketing programs
Wine Australia’s role is to promote the sale and consumption of Australian wine internationally and domestically.