MARKETING WINE IN ASIA:

The wine market in Singapore:
  • the wine market is made up of 10% of sparkling wine, 65% of red wine, and 25% of white wine
  • top 6 countries exporting wine to Singapore (by % of import value) in 2008: France (72.5%) - Australia (11.4%) - Italy (3.2%) - UK (3%) - U.S.A. (2.6%) - New Zealand (1.6%)
  • top 6 countries exporting wine to Singapore (by % of import volume) in 2008: France (44%) - Australia (25.3%) - U.S.A. (6.8%) - Chile (6.3%) - Italy (4.7%) - New Zealand (2.8%)
  • thanks to its geographic location, Singapore represents the ideal strategic "hub" for regional distribution in Asia, with particular focus on emerging markets like Vietnam, Malaysia, Indonesia,
    Philippines, and Thailand
  • Singaporean consumers are from the middle to upper income group, aged 25 years to 50 years, with 70% being male

The wine market in China:
  • wine is a luxury product in China, as well as a social beverage, and also purchased as a corporate gift
  • forecast for the Chinese wine market set China as the 7th largest wine market in the world by 2013, with an estimated consumption of 1.26 billion bottles (+32% compared to 2009)
  • some 70% of purchased wine in China is red wine
  • Chilean, French and Argentinean wines dominate the market, with French and Italian wines being sold at a premium price
  • Chinese wine consumers have a preference for fruity wines, and full bodied wines
THE WINE MARKET IN CHINA -
TOP 10 COUNTRIES EXPORTING WINE TO
CHINA
A snapshot on market trends based on the
top 10 countries exporting wine to China,
and representing 98% of the total amount
of imported wine.
Figures in liters, and related to the 3-year
period 2006-2007-2008
THE WINE MARKET IN CHINA -
TOP 6 COUNTRIES EXPORTING WINE TO
CHINA
The exhibit shows the trends and
differences in export values for the top 6
countries exporting wine to China, for the
3-year period of 2006-2007-2008.
Featured in sequence we have: Chile -
France - Argentina - Australia - Spain - Italy.
Chile has been in an unchallenged position
for 3 years in a row.
France and Argentina have indeed
increased their export quotas during the
same 3-year period.
THE WINE MARKET IN CHINA -
WINE PRODUCED DOMESTICALLY AND
WINE IMPORTED IN CHINA
With a total value set at 1,230,000,000
liters for 2010, slightly over 75% is
represented by wine produced
domestically, while the balance of slightly
less than 25% is represented by imported
wine.
THE WINE MARKET IN CHINA - RISING
TREND IN IMPORTED WINE IN CHINA
Between 2002 and 2010, the total amount
of imported wine increased from 33,405
tons in 2002, to 281,118 tons in 2010.
THE WINE MARKET IN CHINA - RISING
TREND OF DOMESTIC WINE
Between 2002 and 2010, the domesitc
production of wine in china increased
almost 4 times, from 288,100 tons in
2002, to 959,527 in 2010.
ASIA: THE NEW EMERGING MARKETS
FOR WINE
Singapore reconfirms its leading role as
regional "hub" for distribution in Asia.
Vietnam, Philipppines, Malaysia, and
Indonesia represent the new emerging
markets.
The exhibit shows figures for: 1.) market
value in US$ - 2.) wine expenditure per
capita - 3.) F&B expenditure per capita
MARKETING THAT WORKS!  -
OUR MARKETING SERVICES FOR
INTERNATIONAL WINE PRODUCERS
1.) Trade Info
2.) Market Studies & Country Report -
3.) Distribution Channels
4.) Marketing Communication
5.) Events & Public Relations
6.) trade Shows
7.) Additional Services
MARKETING THAT WORKS!  -
OUR STRATEGIC CONSULTING FOR
INTERNATIONAL WINE PRODUCERS
1.) Product Analysis
2.) Market Research
3.) Market Strategy
4.) Marketing Strategy
The "Wine" business is experiencing a solid and sound development and expansion in Asian markets: Singapore represents a major regional hub for distribution; China has an amazing potential
of wine consumption, with a brilliant future thanks to the growth rate of china's GDP; Vietnam is an emerging market; Malaysia and Indonesia are next in line since they are experiencing a
growing wine consumption.

In 2008 the category defined as "Spirits, Champagne & Still Wines" represented a worldwide luxury market value of US$ 107 billion, and ranked #1 well on top of Fragrances & Cosmetics (set
at US$ 41 billion), Jewelry (at US$ 40 billion), ready-to-wear (at US$ 30 billion), and Leather Goods & Accessories 9at US$ 24 billion).
When compared to the size of the Chinese mainland market (which excludes Hong Kong, Macao and Taiwan), the "Spirits, Champagne & Still Wines" category totaled US$ 4 billion, and set in
pole position along with Fragrances & Cosmetics category which totaled the same value.  
Marketing that Works!: our strategic consulting, and marketing services for  INTERNATIONAL WINE PRODUCERS, interested in designing a Foreign Market Entry Plan for entering
and developing new markets in Asia, include:
  • TRADE INFO: business intelligence, and database of Buyers, Distributors, Agents, Trade shows, Events & Conferences for the Wine Industry in Asia
  • MARKET STUDIES & COUNTRY REPORT: Market profile & Country reports on "wine" in Asian markets: Singapore - China - Hong Kong - Japan - South korea - Macao - Taiwan -
    India - Vietnam - Thailand - Malaysia - Indonesia
  • DISTRIBUTION CHANNELS: identify the best potential distribution network/distributor per market - identify the best potential local partner(s) for a Joint-Venture / Joint-
    Cooperation project
  • MARKETING COMMUNICATION: Advertising - Packaging - In-store Promotion - Direct Marketing - Brand Design & Brand Development - Website Design - B2B - B2C - Relationship
    Marketing - Social media Marketing
  • EVENTS & PUBLIC RELATIONS: representing Client (International Wine Producer) with Trade, B2B, B2C, Media - planning wine-tasting, B2B and B2C events to introduce and
    promote wines and labels to Buyers, Distributors, Opinion Leaders, Media, Consumers
  • TRADE SHOWS: assist and facilitate the participation and attendance to Wine Trade Shows in Asia, including scheduling the agenda of B2B meetings with Buyers, Distributors,
    Agents, Opinion Leaders
  • ADDITIONAL SERVICES: language translation, interpretation services, and certification of documents  
MARKETING THAT WORKS!  -
MARKETING WINE: DEVELOPING NEW
MARKETS IN ASIA
download pdf doc containing all slides
shown above
The wine market
in Singapore
65%
25%
10%
red
white
sparkling
who buys wine

male
    70%
female  30%
age      25-50
France
43%
Australia
22%
New Zeland
5%
other countries
24%
Italy
6%
import value (2012)
The wine market
in China
growing wine
product in China
100.000
300.000
500.000
700.000
900.000
1.100.000
Tons of
wine
2002
2003
2004
2005
2006
2007
2008
2009
2010
Ask for 2013
288.100
343.000
367.300
443.300
495.100
665.000
751.450
849.139
959.527
Australia      France    Chile   Italy   USA   NZ
import volume (2012)
wine preferences
31%
26%
9%
7%
6.4%
5.9%
China market wine volumes (2010)
1,230,000,000 liters
950,000,000 liters
produced in China
280,000,000 liters
imported in China
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