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EU Wine Exports: Declines Across Most Asian Markets in 2024 Except One

Douyin Reports Sales Increase in Wine/ Meet Ian Dai and Zhang Jiarong

Author

Natalie Wang
January 15, 2025

We cannot overlook the challenges confronting Asia’s wine market over the past year. The European Union reported significant declines in exports to almost all major Asian markets in 2024, with Thailand emerging as the sole exception. Meanwhile, South Korea experienced a 9.63% drop in wine imports during the first 11 months of 2024 amid a market downturn.

As if that weren't enough, the U.S. delivered another blow to the liquor industry when the Surgeon General raised concerns about the cancer risks associated with alcohol consumption. His call for warning labels on alcoholic beverages sparked a decline in stock prices for global wine companies, amplifying the industry's struggles.

Every cloud has a silver lining. While South Korea faces a downturn in wine consumption, its spirits market is experiencing a remarkable surge. Reflecting strong confidence in this trend, Italy’s spirits giant Gruppo Campari has strategically acquired its local importer.

Also, during the challenging times for China’s wine market, Douyin—China’s version of TikTok—experienced an increase in wine sales on its e-commerce platform. With a landscape vastly different from traditional wine distribution channels, you might be surprised to discover the top-selling wines on this platform: some products you never heard of before.

When we think of China’s wine market, the spotlight often falls on the glamorous lives of big importers in first-tier cities—Beijing, Shanghai, Guangzhou. Their stories are indeed crucial for understanding the industry, but they overshadow the countless small importers and distributors spread across the country. These unsung entrepreneurs in my opinion are the true lifeblood of the market, shaping the market's vibrancy and the reach of a wine brand.

Enter Zhang Jiarong, a wine merchant in Zengcheng, a far-flung town on the outskirts of Guangzhou. For 16 years, Zhang has navigated the highs and lows of selling wine far from the glitz of urban centers. His journey—marked by triumphs, setbacks, and reinvention—paints a vivid picture of perseverance. From his initial success to the challenges of shifting business cycles, Zhang’s story is a testament to resilience in a remote town, offering a rare glimpse into the unglamorous but essential side of China’s wine industry.

Another person we had the previlege of interviewing is Ian Dai. A rebellious young winemaker and college dropout, he infuses his wines with a vibe that reflects his unconventional spirit. Despite not owning a winery, Dai’s XiaoPu brand is successfully selling natural wines both domestically and in Australia.

In celebration of the upcoming Chinese New Year, Penfolds has unveiled its gift box for the Year of the Snake in Hong Kong. The design features vibrant red and gold colors, with prices ranging from HKD 738 to HKD 3,998 (approximately US$ 94.81 to US$ 513.61).

Stay on top of Asia’s fast-moving wine industry with our exclusive stories, and don’t forget to subscribe for premium insights and content.

EU Wine Exports: Declines Across Most Asian Markets in 2024 Except One

Wine exports from the European Union to key Asian markets declined in 2024, with mainland China, Hong Kong, Japan, and South Korea recording significant drops, according to our analysis based on data released by Eurostat, the statistical office of the European Union.

Douyin, China’s TikTok, Sees Increase in Wine Sales on Its E-commerce Platform

Amid the downturn in China’s wine market, Douyin, the Chinese version of TikTok, has seen an increase in wine sales on its e-commerce platform over the past year..

U.S. Surgeon General’s Cancer Warning Hits Global Alcohol Stocks

Shares of major alcohol companies fell after U.S. Surgeon General Vivek Murthy linked alcohol consumption to cancer risks and called for warning labels on alcoholic beverages. Treasury Wine Estates opened 1.78% lower, while Rémy Cointreau dropped 4.26%, among other losses across the industry.

A Small-Town Entrepreneur’s Long Pour into Wine

In Zengcheng, a small town known for lychees and denim, one entrepreneur’s 16-year journey with wine reveals a story of grit, reinvention, and quiet resilience.

South Korea’s Wine Imports Drop 9.63% Amid Market Slowdown

South Korea’s wine imports continued to decline in 2024, with data showing a 9.63% drop in value during the first 11 months of the year. The downturn extends a trend that began in 2023, following a pandemic-driven surge in demand.

Meet Ian Dai: The Rebellious Chinese Winemaker

The college dropout is now an independent winemaker, selling wines both in China and internationally.

Campari Bets on Korea’s Spirits Boom with Trans Beverages Takeover

Italy’s Gruppo Campari, one of the world’s leading spirits companies, has taken a significant step to strengthen its position in South Korea’s dynamic alcoholic beverage market..

Penfolds Unveils Its 2025 Chinese New Year Gift Box

To celebrate the upcoming Year of the Snake, Penfolds is launching its 2025 Chinese New Year gifting series in Hong Kong this month.

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