Thailand and Vietnam are two key markets for Australian wine within Southeast Asia, with opportunities for category growth. In 2025, Australian exports to Thailand increased by 39 per cent and to Vietnam by 18 per cent. However, historically there has been limited data on how consumers in Thailand and Vietnam choose and enjoy wine.
Wine Australia commissioned Starburst Insights to undertake research into wine consumers in Thailand and Vietnam to reveal who’s buying, what they drink, when they drink, and what drives their purchasing decisions. There is also a focus on how the wine consumer in each country views Australian wine.
This new research, created exclusively for Australian wine levy payers, fills that gap with actionable insights and recommendations to help identify opportunities, shape messaging and grow exports in these key emerging markets.
This bulletin provides a high-level overview of some of the key insights from the research. Detailed insights are available to Australian wine levy payers through the reports and a webinar on 18 February 2026.
Who drinks wine?
Thai wine drinkers skew young to middle aged. They are more likely to be female, and higher income earners. As they’re more likely to be full time workers with higher incomes, they’re also more likely to reside in larger cities, with most residing in Bangkok.
Similar to Thailand, Vietnamese wine drinkers also skew to females and more affluent working professionals who reside in larger cities, such as Ho Chi Minh City and Hanoi. Wine is perceived as sophisticated, worldly, and aligned with their lifestyles.
What do they drink?
Among both Thai and Vietnamese wine drinkers, cross consumption of alcohol types is high and many are open to a variety of wines. However, red wine is the leading wine style with the highest demand and consumption. In both countries, fruity, sweet, refreshing and smooth flavours are preferred across all wine types. Vietnam has a stronger consideration of sparkling wine compared to Thailand.
When do they drink?
In Thailand, wine is typically consumed when celebrating or casually doing things at home. A party, formal dinner, or romantic night with their partner are the most common occasions for drinking wine, especially for high income households.
Similar to Thailand, drinking wine in Vietnam is largely a social and occasion-based activity, so wine is typically consumed with others. Many only drink wine when there is occasion to do so. Casual catchups, celebrations and paired with dinner are most common.
Where do they drink?
In both Thailand and Vietnam, wine is consumed socially and typically at home – either their own or at a friend or family member’s house.
The research showed that 90 per cent of Thai wine drinkers drink wine at home compared to 58 per cent at a bar, nightclub or pub and 49 per cent while out eating or getting food.
However, younger Vietnamese (aged 18-34) are more likely to drink while out; for example, while outdoors, at bars, nightclubs, pubs or casual dining.
Why do they drink?
Wine is seen as a way for Thai wine drinkers to switch off and relax, treat themselves and improve their mood. More than three-quarters of Thai wine drinkers believe that wine is part of a modern, urban lifestyle and wine makes them feel more refined and sophisticated. Intimate moments are more closely associated with still wine than sparkling wine. On the other hand, having fun has a stronger association with sparkling wine compared to still wine.
In Vietnam – in line with drinking wine socially – relaxation, intimacy and bonding are key need-states. Sparkling wine has more distinct associations as a reward or mood booster.
Summary
The two reports contain much deeper insight into the who, what, why, where and when of wine consumption as well as insights into how wine drinkers perceive Australian wine and the barriers and facilitators to drinking wine.
The reports provide key takeouts and opportunities for the Australian wine category to consider. Exporters and producers can use these insights to identify priority segments, tailor stories to resonate with local consumers, and strengthen distributor partnerships through data-led conversations.
Download the reports here.
On 18 February, Wine Australia will be hosting a webinar to discuss the research findings and how to translate the insights into practical actions for producers/exporters and understand how insights inform Wine Australia’s broader market development activity. The webinar is free and exclusive to Australian grape and wine sector levy payers.
Register here.