Market insights – Asia

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Asia, including North East Asia, South East Asia and other Asian countries, comprises nearly 50 different markets according to the United Nations, with a range of distinct cultural, religious and social practices.
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Overview: Asia 

Wine consumption across the Asian continent on average represents just over a fifth of the global volume consumed - slightly higher than the Americas but significantly smaller than Europe.

In 2020, around a fifth of Australia’s export volume was shipped to Asia. Asian markets that performed particularly well for Australian wine exports in 2020 were South Korea, Taiwan, Hong Kong and Malaysia.

From a market attractiveness perspective, Wine Intelligence (Global Compass 2020) has identified South Korea as a top performer, having moved from 10th position to 2nd place in one year.  Several other markets in Asia were identified as ‘major movers’: the Philippines, Indonesia, Thailand, Malaysia and Vietnam – as a result of continued positive economic outlook as well as positive forecasts in long-term wine market volumes.

All wine exports to Singapore and Hong Kong are tariff-free. Free trade agreements are in place for South Korea, Japan, Malaysia, Thailand, Philippines, and Vietnam, allowing more favourable conditions for Australian exporters.

Research commissioned by Wine Australia on global brand health tracking found that all the Asian markets included in the study - Hong Kong, South Korea, Singapore and Japan – have positive associations with Australian wine especially around ‘wines that offer good value for money’, ‘food friendly wines’ and wine they would be happy to recommend. Quality perceptions have also improved for nearly all of these in the long term.

While China also performed strongly from a market attractiveness perspective, the tariffs imposed on Australian wine exports since November 2020 have led to increased uncertainty for businesses.

Another potential future market for Australian wine in Asia is India, which is classified by Wine Intelligence as new emerging – where wine is a relatively new and unknown beverage but showing potential. However, all countries currently face a 150 per import tariff on wine exported to India, which is a significant deterrent for consumers.

Image source: Adobe Stock

Report listing

Restricted to levy payers and wine exporters. Some reports are available for purchase - find out more


Market Update: Vietnam

Latest update: 19 Oct 2021

The Market Update report for Vietnam from October 2021 is an in-depth analysis of the wine market in Vietnam. It pulls together information from various data sources to summarise the size of the opportunity and Australia’s current performance in this market.

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South Korean Market Intelligence Resource for South Australian Wine Businesses

Latest update: 09 Sep 2021

The South Korean Market Intelligence Resource for South Australian Wine Businesses provides a comprehensive summary of the South Korean wine market and tips and tools to help exporters achieve success.

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Japanese Market Intelligence Resource for South Australian Wine Businesses

Latest update: 09 Sep 2021

The Japanese Market Intelligence Resource for South Australian Wine Businesses provides a comprehensive summary of the Japanese wine market and tips and tools to help exporters achieve success.

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Market Update: key Asian markets

Latest update: 31 Aug 2021

The Market Update report for key Asian markets from August 2021 is a high-level overview of key Australian export markets in Asia that summarises the size of the opportunity and Australia’s current performance in these markets.

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Wine import market reports

Latest update: 08 Aug 2021

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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South Korea Wine Landscapes 2021

Latest update: 22 Jun 2021

The latest Wine Intelligence report on the South Korea wine market provides an overview of the consumption behaviour and attitude towards imported and domestic wine among South Korean semi-annual wine consumers.

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Webinar: Consumer wine consumption behaviour during and post COVID-19 in South Korea, China and Japan

Latest update: 02 Jul 2020

Wine Intelligence CEO Lulie Halstead discusses findings from the latest Wine Intelligence COVID-19 Impact Reports on the South Korea, Japan and China markets. She details how wine drinkers across major consumption markets have reacted during lockdown and how consumers anticipate their lifestyles, behaviour and drinking habits will both change and be prioritised post lockdown.

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China market insights report

Latest update: 09 Sep 2019

Australian exporters looking to learn more about the wine market in mainland China can get valuable information from Wine Australia’s China Market Insights Report. The report provides an overview of the market conditions and characteristics, wine imports and Australian wine exports, global trends, consumer insights and competitor case studies. It also provides channel analysis, discusses sales trends, doing business in China and market access.

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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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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.

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

Levy payers/exporters
Non-levy payers/exporters
Find out more

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.