An analysis of wine consumption patterns among women in Asia
The wine market in Asia is experiencing significant, but often misunderstood, growth, especially amongst female consumers. Alice Wong, DipWSET, IWA, an expert on wine consumption trends, analyses how increases in educational attainment and disposable income has transformed the purchasing and consumption habits of Asian women. This demographic, which represents about 48% of the Asian population, continues to expand and evolve, challenging outdated stereotypes.
Women's wine preferences in Asia: between tradition and change
Traditionally, Asian female consumers have been considered occasional drinkers or associated with a preference for light wines. However, recent studies reveal that many women in Asia prefer red wine, while others, such as Japanese women, show a preference for sparkling wines. Two-thirds of Chinese women regularly choose red wine and show a growing interest in winemaking, seeing wine as a symbol of a sophisticated lifestyle, a sign that their tastes are evolving towards fuller, more refined options.
Capturing the Asian market: some winning strategies
Despite the growing purchasing power of Asian women, many winemakers continue to underestimate their potential, thus missing out on an important market opportunity. Wong suggests that to capture this segment and maximize their profitability, manufacturers should adopt more targeted marketing strategies, taking into account cultural diversity and local preferences.
Organizing educational events, tastings and involving female sommeliers or local influencers can be an effective strategy to create an authentic bond and involve this group of consumers more deeply.
In summary, recognizing and valuing the contribution of Asian consumers is essential for those who want to grow in this market. Focusing on tailored marketing strategies and breaking down prejudices can help wineries open new paths to success.
Alice Wong DipWSET, IWA will be present at the wine2wine Business Forum 2024 with the theme "The Next Big Buyers: Female in East Asia". Tickets are still available on the event website.
Alice Wong DipWSET, IWA
After earning an MBA in New York, Alice Wong DipWSET, IWA moved to Hong Kong in 2013, where she began working in the wine industry, eventually founding Vinetude Asia in 2017. Her experience spans wine training, consulting, communication, event management and wine competitions. In 2018 she obtained the title of Italian Wine Ambassador of the Vinitaly International Academy. Currently, Wong is Vice Master of the Knights of the Truffle and Wines of Alba for the Hong Kong delegation, as well as President and Board Member of the Food & Beverage Committee at the American Club Hong Kong. In recognition of her efforts to promote Italian wines, she received the Hong Kong Living Influencer Award in 2020.