Market insights – Asia
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
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
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Uncorking new opportunities for Australian Wine in Japan and South Korea
Latest update: 10 Aug 2022The Uncorking new opportunities for Australian Wine in Japan and South Korea report has been prepared by Starburst Insights on behalf of Australian Grape & Wine to provide Australian winemakers with fresh information and consumer insights for two critical export markets.
View moreJapan Wine Landscapes 2021
Latest update: 04 Aug 2022The latest Wine Intelligence Landscapes report on the Japan wine market provides an overview of the consumption behaviour and attitude towards wine among Japanese regular wine drinkers as the country emerges from restrictions due to the Covid-19 pandemic.
View moreSingapore Wine Landscapes 2022
Latest update: 04 Aug 2022The latest Wine Intelligence Landscapes Management Summary on the Singapore wine market provides an overview of the consumption behaviour and attitude towards wine among Singaporean regular wine drinkers, as life returns to normal post Covid-19.
View moreWine import market reports
Latest update: 17 May 2022Summarises 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.
View moreExport Market Development Guidebooks: key Asian markets
Latest update: 23 Dec 2021The Export Market Development Guidebooks have been prepared by Euromonitor on behalf of Austrade, to help Australian wine exporters make informed decisions through the provision of enhanced market intelligence reports.
View moreMarket Update: Vietnam
Latest update: 19 Oct 2021The 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.
View moreSouth Korean Market Intelligence Resource for South Australian Wine Businesses
Latest update: 09 Sep 2021The 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.
View moreJapanese Market Intelligence Resource for South Australian Wine Businesses
Latest update: 09 Sep 2021The 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.
View moreMarket Update: key Asian markets
Latest update: 31 Aug 2021The 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.
View moreSouth Korea Wine Landscapes 2021
Latest update: 22 Jun 2021The 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.
View moreWebinar: Consumer wine consumption behaviour during and post COVID-19 in South Korea, China and Japan
Latest update: 02 Jul 2020Wine 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.
View moreChina market insights report
Latest update: 09 Sep 2019Australian 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.
View moreJapan wine market sales trend report
Latest update: 07 Sep 2016This report summarises the Japanese wine market by wine style, colour, brand, country of origin and price point.
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