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. Go straight to report listing
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
: Restricted to levy payers and wine exporters. Some reports are available for purchase - find out more
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.
Wine import market reports Latest update: 09 Apr 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.
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.
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.
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.