Southeast Asia has a dynamic and growing wine scene, driven by tourists and expats, urban affluent consumers, and an increased exposure to Western culture. Recent years have also seen wine consumption become more popular amongst young adults (Generation Z) who are willing to explore and try new things. Female consumers and new wine drinkers are also on the rise as disposable income is spreading across a growing middle class in the region. Wine bars and wine tasting events are gaining in popularity as consumers seek to learn more about wine and engage in new experiences. According to Asia-Pacific Wine Market Report and Forecast 2025-2034 “Educational initiatives, wine-tasting events, and the expansion of wine-related media have contributed to consumers becoming more knowledgeable and discerning in their wine choices, leading to a stronger preference for premium and imported wines.”
Wine is considered a sophisticated beverage, and Australian wine is well regarded for its consistent high quality at great value making it an appealing option for consumers who are looking to try new styles. The diversity and range of wines available from Australia, including fruit-forward styles from well-known varieties as well as more complex and refined styles, have helped to attract consumers across Southeast Asia and establish a positive reputation for Australian wines. Whilst red represents the majority of Australian wine sold across the region, we are starting to see increased demand for lighter styles including whites, rose and sparkling driven by the preferences of emerging wine drinkers as well as their suitability to match with Asian dishes.
Trends including convenience, lighter and refreshing wine styles, and emerging varieties are driving new opportunities for the wine sector. Across the globe there is also growing interest in no and low alcohol wines aligned with the health and wellness and moderation trends.
When looking towards the future opportunities for Australian wine in Southeast Asia, it is important to consider how the current and future generations of wine drinkers will engage with the product.
Across the globe the digital landscape is changing consumer behaviour. Internet usage is higher than ever before. According to Statista (Statista_understanding-gen-z-consumers-in-emerging-asian-markets.pdf) “Internet usage in many emerging Asian markets, specifically Southeast Asia, is relatively high compared with other countries in the Asia-Pacific region. Consumers in the Philippines, Malaysia, Thailand, and Indonesia lead the rankings in both average daily time spent using the internet and mobile internet. The surge of the online economy continues to play an important role in Asia’s emerging markets.”
The total number of e-commerce users across Southeast Asia continues to rise, with 52% of consumers saying they prefer shopping online * study_id176083_e-commerce-in-southeast-asia.pdf. In Indonesia, Philippines, South Korea, Thailand, and Vietnam, Online via Mobile Phone was the most frequently used shipping channels in the 12 months to June 2024.
Whilst this is currently driven primarily by home, fashion, and health and beauty categories, the preference for online as a purchasing channel means it will play an increasingly important role in the sale of wine to consumers in the future.
Southeast Asia represents strong growth potential for Australian wine in the coming years, and later this month Wine Australia will be attending Vinexpo Asia 2025 with over 60 producers from across Australia to further promote Australian wines to key trade in the region.
Being held in Singapore from 27-29 May, Vinexpo is a highly influential wine trade fair for wine and spirits professionals in the Asia-Pacific region. At this three-day B2B trade fair Australian wine producers will showcase their brands to an estimated 11,000 trade visitors including influential buyers, importers, distributors, sommeliers, and merchants from across the globe.
There is always something new to discover about Australian wines and the Australian Wine pavilion will provide a snapshot of Australian wine in one place.
- 400+ wines
- 30+ regions from the iconic to the lesser known – such as Barossa Valley, Margaret River and Tasmania, and Heathcote, Central Ranges, and The Peninsulas.
- 40+ varieties from Chardonnay, Shiraz and Cabernet Sauvignon, to Pinot Grigio, Pinot Noir, Grenache, and Tempranillo.
You can head to our digital platform Australian Wine Connect to browse the wineries attending and find out more by clicking through to their profile page.
Visiting Vinexpo Asia 2025? You can find us at Hall B2 - D073. We look forward to seeing you there!
