Trends and opportunities for Wine to Taiwan

            The market
            In 2007, the total still wine market in Taiwan was approximately
            US$87 million.
            Exports of Australian wine to Taiwan have been steadily increasing
            since 1999 and in 2007 reached 1.8 million litres valued at around
            $9.5 million. In dollar value, Australia accounts for about 11 per
            cent of the import wine market, which is just second to France (54.5
            per cent), followed by the USA (8.9 per cent) and Chile (7.2 per
            cent).  
            In the past few years US wines significantly decreased, as Chilean
            wines rose to be the first growing export origin for market share.
            In the first half of 2008 French wine has a high growth rate at
            around 50 per cent per annum compared to the same period in 2007. It
            is most likely due to the high appreciation of French Bordeaux and
            Burgundy wines. Chilean wines grew by 47 per cent, while Australian
            wine decreased by 4.7 per cent due to the strong Australian dollar.
            Opportunities
            The consumer behaviour in Taiwan has led to an M-Style society.
            Middle price range (FOB A$80-A$200 per case) has become the most
            difficult segment and therefore requires more effort to be
            successful.
            Today, consumers are either willing to pay for the premium and most
            famous wines or wants the cheapest possible wines from supermarkets
            and hypermarkets. While the low price wines (FOB A$20-A$60 a case)
            still remains the largest sales volume, this segment is dominated by
            French AOC Bordeaux and Chilean wines.
            Ultra premium range (FOB A$200+), limited release and collectable
            items have become an important market for Australian wine in Taiwan.

            Competitive environment
            The local taste preferences are very complicated, but are strongly
            influenced by French wine growers and the US media, such as Robert
            Parker, Wine Advocate and Wine Spectator. The wine choices in Taiwan
            are vast, as retailers will sell different brands of wine at
            different price segments and competition is very strong.