Asian women new drivers of the wine industry: Vinexpo

Asian women constitute a new market in the wine industry that is growing in importance, according to the results of a survey conducted by Vinexpo.

The questionnaire sought to identify Asian women’s habits, attitudes and expectations with regard to wine, as well as the similarities and differences between the countries they came from.

Developed in partnership with Trendshealth and Elle, the survey interviewed 2,810 female wine consumers above the age of 18 in four countries: China, Hong Kong, South Korea and Japan. 48% of all the women were aged under 30.

Vinexpo summarised the findings as follows:

More than two Asian women out of three prefer red wine
 
1. Asian women constitute a new growing market

In Japan, the most mature market in Asia, 42% of the women interviewed drink wine more than twice a week. In the three other survey countries, the number of women who drink wine is becoming significant, thus creating a new market.

Consumption without inhibition

Asian women talk about drinking wine quite openly. More than 70% of them say that they drink wine for enjoyment. For 76% of the Korean women interviewed, wine contributes to “a friendly atmosphere”.

More than one Chinese woman out of two says that they choose their wine themselves, and notably 86% of all Asian women claim that drinking wine is compatible with maintaining a balanced diet.

2. Asian women have clear criteria for choosing their wines

They choose a wine for its taste, but also as a match for a dish

While 92% of the Japanese respondents and 74% of the Koreans interviewed choose wine for its taste, 38% of the Chinese women questioned said that they drink wine because it is good for health (while only 22% claimed to drink wine for its taste). This finding is key for wine professionals to understand this market, Vinexpo said.

Preference for red wine

More than two Asian women out of three prefer red wine. This clear preference is displayed by 84% of Chinese women, while those in Hong Kong experiment more and the majority (62%) of those more knowledgeable about wine drink red. However, one third of the wines they drink include white, rosé and sparkling wines.

Vinexpo observes that this trend is the reverse of what happened a few decades ago, when wine consumption took off in northern Europe and the US, starting first with white wine.

Country of origin and price are the drivers of choice

For 77% of the Japanese women interviewed, price was the most important factor behind their choice of wine. This criterion might be obvious given the high amount of duty on wine in Japan, but overall the country of origin remains the primary driver of wine choice, especially in China and Hong Kong.

“In all four countries, women have a non-conventional relationship with wine, with no associated fears or taboos. They choose their wines freely depending on the price and their taste,” said Vinexpo Chief Executive Robert Beynat.

3. An elegant product

More than half the Asian women interviewed described wine as being “elegant”. 72% of Chinese female drinkers said wine was “elegant” or “the reflection of a style of living”.

Only the Japanese women (34%) reported wine to be a “traditional” product, while 38% of women in Hong Kong described it as “modern”.

*Vinexpo Asia Pacific takes place in Hong Kong from 25 to 27 May 2010. For details, visit www.vinexpo.com.