Asian market

The Asian market is a demanding market that requires constant monitoring and adaptation.

Despite rigorous export conditions in Asia, the development and economic growth of secondary cities, in particular, means that new markets are opening with a different mode of consumption. Formerly a luxury product, wine is becoming more attractive, particularly to younger consumers who have seen their purchasing power increase. Wine is now associated with a lifestyle.

This new clientele has a real interest in knowing more about the wines they consume. This thirst for knowledge is more than a trend, and it translates into a demand for proximity and meetings with producers. The new consumer is attentive to the origin, the brand and the packaging, as well as to the reputation of the vineyard, the quality of the wine, and the recommendations.

There is also a growing interest in wines that originate from responsible agriculture: organic, biodynamic, natural and IGP wines, particularly in South Korea and Taiwan.

The Asia-Pacific wine market is expected to grow almost 14% by 2022, compared with 2017, the highest rate of growth in any region in the world. The most attractive markets in Asia are China, South Korea, and Japan, while the main emerging markets are Taiwan and Singapore in South East Asia.

(Sources: Marketing China - July 2019 |Business France - 2019 | Adocc agency - May 2020 | )

American market

The global health crisis and customs constraints haven't spared the wine and spirits sector in North America, and all participants in the industry have been forced to adapt their distribution channels. With an annual consumption of 11 litres per capita in North America, online sales from dedicated web platforms, the more widespread recourse to home delivery, etc., e-commerce makes real sense, and it now has a decisive place on the American market.

With 650 million consumers, 2 billion USD in imports and a change in cultural mentalities, Latin America has seen its wine consumption doubled, with a growing consumer interest in foreign wine appellations and in IGPs alongside AOPs and AOCs, notably from Argentina, Uruguay, and Chile.

Consumers are generally price sensitive, but the highest socio-professional categories tend to seek better and newer products.

Despite the impact of COVID-19, political vagaries, and economic crises, American markets remain buoyant and offer many opportunities for producers looking to export their wine.

(Sources: Business France San Francisco - April 2020 | Vitisphere and Team France Export - June 2020)

European market

With more than 5% of world imports in volume in 2018, and three European countries amongst the top five countries (France, Italy, Germany, the United States, China) which alone account for 50% of world consumption, the Wine and Spirits sector represents 65% of European Union's market share.

Many countries such as Hungary, Poland, Romania and Ukraine are moving towards more Western habits of consumption. The increase in their purchasing power benefits the wine market, and consumption is continually increasing. The development of the wine bar culture, the multiplication of promotional activities for wines, and consumer education favour market growth.

For several years, the European market has also shown a very strong interest in premium, Bio/Organic, high environmental value (HVE), natural, and biodynamic wines, amongst others. 

Between health concerns and changes in consumption habits, business opportunities remain numerous. Despite strong competition between producing countries, experts are still confident that European exports will be maintained due to the strong demand for wines with a geographical indication.

(Sources :  Business France – 2019 | agence Adocc- mai 2020 | | CCI France – 2019
France Agrimer – juillet 2020 | – 2019 | la revue du vin de France – 2018 | vitisphère – jan 2020)