Definition: Asian wine market

High-priced wines will increasingly appeal to affluent Asian consumers. With China's 1.3 billion inhabitants, India's 1 billion, and even Singapore's 4.5 million, Asia is already the world's largest market for alcoholic beverages, accounting for more than half of global consumption.

However, the Asian market remains immature. It has a huge population and booming economic growth, but there are cultural, legal and logistical barriers. What can we predict for the future in 2007?
• Consumption growth will continue to progress for 20 to 30 years, before reaching a plateau. While Asia currently accounts for only 3% of global wine imports, it is predicted that this figure will rise to 20-25% in the next 80 years!
• Annual per capita consumption is estimated to reach 2 to 3 litres, a figure that Japan has already achieved.
• Asians will become the leading buyers of expensive and prestigious super-premium wines.
• Everyday wines will face increased competition from other alcoholic beverages, such as sake and beer.
• For everyday consumption, locally produced wines, particularly those made from indigenous grape varieties, will be the most successful, notably Koshu in Japan and Longyan in China.
• Culinary developments will encourage wine consumption, with a strengthening of Western influences. Nevertheless, red wine will continue to be more popular than white and even rosé wines. This is due to the recognised health benefits of red wine, as well as the fact that its tannins and flavour are preferred and similar to those of tea.
• The finesse and elegance of certain European wines are already winning over a discerning public. The success of champagne in Asia remains a good indicator.
• The Internet will be the means of developing wine marketing.
Customs tariffs, which currently penalise imports and are very high in Asian countries, will decrease.