Asia-Pacific Wine - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The asia pacific wine market size was valued at USD 61.62 billion in 2025 and estimated to grow from USD 65.08 billion in 2026 to reach USD 85.56 billion by 2031, at a CAGR of 5.62% during the forecast period (2026-2031). This report is Segmented by Product Type (Fortified Wine, Still Wine, Sparkling Wine, and More), Colour (Red Wine, White Wine, Rose Wine), Price Range (Mass, Premium), End User (Men, Women), Distribution Channel (On-Trade, Off-Trade), and Geography (China, Japan, India, Australia, South Korea, Vietnam, and More). The Market Forecasts are Provided in Terms of Value (USD) and Volume in (Liters).

Asia-Pacific Wine Market Trends and Insights

Rising Premiumization and Gifting Culture

As the middle class expands in the Asia Pacific, the demand for premium wine experiences is surging. McKinsey's 2024 consumer research highlights that younger Asian consumers are more inclined than their Western counterparts to opt for premium brands. This shift presents lucrative opportunities for wine producers aiming at affluent buyers. China's grape wine production totaled 0.30 million kiloliters, generating a notable RMB 9.09 billion in sales revenue in 2024. This uptick underscores a robust value-per-liter trend, as noted by the Chinese Ministry of Commerce. Despite economic fluctuations, traditions like corporate gifting during the Lunar New Year and business celebrations bolster the demand for premium imported wines. In 2024, Singapore's market saw a significant share attributed to its premium wine segment, which is characterized by bottles priced above SGD 70. Moreover, this premium consumption trend isn't confined to established markets. With Vietnam's middle class projected to swell by 23.2 million members by 2030, new opportunities for premium consumption are on the horizon, as highlighted by KPMG Vietnam.

Wine Tourism and Experiential Marketing

As Asia Pacific economies rebound from pandemic setbacks, wine tourism is emerging as a pivotal growth driver. The Asian Development Bank reports that tourist arrivals in Southeast Asia surged to 61.4 million in the first half of 2024, representing a 32% increase from the same period in 2023. In a bid to harness this recovery momentum, Wine Australia's Tourism Ready program, developed in collaboration with industry stakeholders, aims to attract international visitors and bolster the tourism sector. China's wine tourism infrastructure stands out for its sophistication, with studies indicating that the quality of winery services plays a crucial role in shaping brand equity at prominent destinations. The UN Tourism Global Conference on Wine Tourism 2024 spotlighted "Heritage in Every Bottle," underscoring the importance of genuine experiences and sustainable growth. This theme provides a blueprint for Asia-Pacific locales to create unique offerings. Meanwhile, Thailand's GranMonte winery is pushing the boundaries of tropical viticulture, successfully cultivating Syrah, Viognier, and Chenin Blanc in warmer climates. Despite facing regulatory hurdles, GranMonte is also enhancing its experiential tourism initiatives.

Persistent Counterfeit Risk Undermining Consumer Trust

The prevalence of counterfeit wine in the Asia Pacific markets impedes the growth of premium segments and undermines brand trust. Major enforcement operations in Shanghai and Yantai highlight the extent of this issue, with counterfeit Chateau Lafite production reportedly exceeding legitimate exports in some years. The Wine Origins Alliance implements traceability measures, including RFID tags, QR codes, blockchain verification, and government seals, to protect consumers and producers. However, small artisanal producers face difficulties adopting these solutions due to cost and technical limitations. Status-driven consumption patterns in premium segments further incentivize sophisticated counterfeiting operations. The market currently encompasses more than 1,000 different sustainability and authenticity certifications, leading to consumer confusion and opportunities for fraudulent claims. This situation requires unified certification standards and stronger enforcement protocols.

Other drivers and restraints analyzed in the detailed report include:

• Exotic Flavor Exploration and New Taste Preferences
• Climate-Adaptive Grape R&D Accelerating Vineyard Viability in Tropical Zones
• High Excise Duties and Complex Sub-National Taxes

Segment Analysis

Still wine held 81.02% market share in 2025, reflecting established consumption patterns and food pairing traditions across Asia Pacific cultures. Sparkling wine is expected to demonstrate the highest growth potential, with an estimated 6.21% CAGR through 2031, driven by the increasing celebration culture and premium consumption trends. Fortified wine maintains a specialized market presence, particularly in Australia and New Zealand, while the "Others" category, which includes ice wine, aromatized varieties, and low- or no-alcohol options, appeals to health-conscious consumers. In Japan, sparkling wine imports reflect the evolution of the market, with French and Spanish producers competing as Spanish Cava gains popularity due to its Champagne-method production and competitive pricing.

Market dynamics reflect changing consumer preferences, with younger consumers adopting sparkling wine for social occasions and lifestyle enhancement. Treasury Wine Estates demonstrates industry adaptation through initiatives like the Penfolds Evermore program, launched in April 2024 with AUD 1 million in grants over five years, combining environmental responsibility with product development. Low and no-alcohol wine variants show significant growth as consumers seek alternatives that preserve wine consumption traditions without alcohol content.

Red wine held a 67.65% market share in 2025, driven by traditional preferences and established food pairing practices across Asian cuisines. Rosé wine demonstrates the highest growth rate with a 7.55% CAGR, driven by premium positioning, social media visibility, and expanded consumption occasions. White wine shows varied performance across different regions and consumption occasions. In China's domestic production, red varieties account for approximately 80% of vineyard area, with Cabernet Sauvignon representing about 80% of red grape plantings, according to HAL Science.

Rosé's growth stems from marketing initiatives that expand its consumption beyond seasonal occasions by emphasizing lifestyle and wellness attributes. The category benefits from social media visibility, premium packaging developments, and celebrity partnerships that appeal to younger consumers. Research on climate change adaptation indicates that rosé production may improve through early harvest timing and temperature control methods that maintain wine acidity and freshness in warmer conditions. White wine performance varies across markets, with developed markets such as Japan showing strong demand for Chardonnay, while emerging markets prefer sweeter, fruit-forward varieties that match local taste preferences and warm climate consumption patterns.

Complete Report Scope:

• By Product Type
  • Fortified Wine
  • Still Wine
  • Sparkling Wine
  • Others Wine Types (Ice, Aromatised, Low/No-Alc)
• By Colour
  • Red Wine
  • White Wine
  • Rose Wine
• By Price Range
  • Mass
  • Premium
• By End User
  • Men
  • Women
• By Distribution Channel
  • On-Trade
  • Off-Trade
    • Specialty/Liquor Stores
    • Others Off Trade Channels
• By Geography
  • China
  • Japan
  • India
  • Australia
  • South Korea
  • Vietnam
  • Thailand
  • Indonesia
  • Singapore
  • Malaysia
  • Rest of Asia-Pacific

List of Companies Covered in this Report:

• Yantai Changyu Pioneer Wine Co Ltd
• Great Wall Wine (CoFCO)
• Treasury Wine Estates
• Accolade Wines
• Constellation Brands Inc
• Wei Long Grape Wine Co Ltd
• Dynasty Fine Wines Group
• Tonghua Grape Wine Co Ltd
• The Wine Group LLC
• E.&J. Gallo Winery
• Sula Vineyards Ltd
• Grover Zampa Vineyards
• Casella Family Brands
• Pernod Ricard Winemakers
• Viña Concha y Toro
• Distell Group
• Brown-Forman Wine
• LVMH Wines & Champagnes
• Torres Group
• Asahi Premium Wine (Japan)

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support