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South Korea is a case in point. Beer and spirits continue to be the country's alcoholic beverages of choice, but consumption of still and sparkling grape-based wines is very much on the rise, with compound annual growth of 16% and 15% respectively over the past several years, according to the IWSR Institute.
What's driving the shift? Online sales, for one, along with changing attitudes among young consumers, who have a growing affinity for western-associated products and see wine as both fashionable and sophisticated.
Young people are impacting wine sales in Japan as well, helping push sales of white and sparkling wines in a country that has traditionally preferred reds, particularly from France, Italy and California.
Overall, per capita wine consumption is rising there, and the market is expected to grow 6.3% in the 2023-2028 period, as reported by the IMARC Group research company. It doesn't hurt that Japan has a sophisticated food culture, with more Michelin-starred restaurants (554 in 2023) than any nation in the world other than France.
Even places like Kazakhstan are seeing a spike in wine consumption as sectors of the youth population, influenced by opportunities to study abroad, embrace a more diverse culinary culture and seek out wine, especially from Italy and Georgia.
Asia's biggest wine and spirits market, of course, continues to be mainland China, where French and Chilean wine exporters have done particularly well.
Italian sparkling wines are also experiencing an upward trend in China, as are German wines, driven by young consumers. And there's good news on the horizon for Australian producers, as changes to China's customs duties along with improved diplomatic relations should boost market access.
Photo: © Manson Yim - Unsplash
韩国是这种市场机遇的一个典型案例。尽管啤酒和烈酒仍然是该国酒类饮品的首选，但IWSR研究机构的数据显示，过去几年，葡萄酒和起泡酒的消费量呈16%和15%的复合年增长率，表明葡萄酒消费量增长迅速。
什么原因推动了这种转变？首先是在线销售的蓬勃发展，还有年轻消费者的态度变化，他们越来越青睐西方产品，并将葡萄酒视为时尚和精致的象征。
在日本，年轻人的喜好也在影响葡萄酒销售，虽然传统上日本市场更偏爱来自法国、意大利和加利福尼亚的红酒，年轻消费者依然推动了白葡萄酒和起泡酒的销售数字。
总的来说，日本的人均葡萄酒消费量正在不断上升。IMARC集团研究公司的报告预计，2023年至2028年间，日本市场规模将增长6.3%。这一趋势也得益于日本精致的美食文化，除了法国以外，日本是拥有米其林星级餐厅（2023年达到554家）数量最多的国家之一。
哈萨克斯坦也见证了葡萄酒消费的激增。受有海外留学经历的年轻群体影响，年轻消费者更乐于接触多样的烹饪文化，也更偏向于享用葡萄酒，特别是来自意大利和格鲁吉亚的葡萄酒。
当然，亚洲最大的葡萄酒和烈酒市场仍然是中国大陆，法国和智利的葡萄酒出口商在该市场的表现尤为出色。
意大利起泡酒在中国市场呈现上升趋势，而德国葡萄酒渐渐受到年轻消费者的青睐。对于澳大利亚生产商来说，也有利好消息：中国海关关税的调整以及外交关系回温更有利于澳大利亚酒的市场准入。
