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Thailand Lifts Ban, Saudi Loosens Up, Bourgogne Breaks Through

Thailand Lifts Ban, Saudi Loosens Up, Bourgogne Breaks Through

Big wins and bold moves

Natalie Wang
December 09, 2025

This week brings a burst of big, conversation-shaping news across Asia and beyond. Thailand has finally lifted its 53-year-old afternoon alcohol sales ban - a six-month trial that, if successful, could permanently reshape the country’s F&B landscape. In Saudi Arabia, the government is taking a big step toward social liberalisation, preparing to let affluent non-Muslim expats purchase alcohol from licensed stores - though only beverages under 20% ABV will be allowed.

In China, Bourgogne scored a major diplomatic and commercial victory during President Macron’s visit: 70 Burgundy geographical indications, from Richebourg and Vosne-Romanée to Givry and Pommard, have now secured legal protection in China.

We also have an exclusive interview with the new UGCB president on Bordeaux’s challenges and strategy, plus the reveal of Château Mouton Rothschild’s 2023 vintage label.

Not all news is upbeat. Treasury Wine Estates has been forced to write down its U.S. business amid softening demand, while China’s delivery giant Meituan has openly acknowledged the punishing cost of an intensifying price war.

And of course—there are always great wines to discover. We highlighted the top winners from this year’s GWSAA, and take you inside two of Western Australia’s most exciting regions: Great Southern and Geographe.

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Thailand Lifts Afternoon Sales Ban Ahead of Holiday Season

Thailand has lifted its 53-year-old ban on afternoon alcohol sales, scrapping the long-standing 2pm–5pm blackout in a major policy reversal aimed at boosting tourism and easing decades of confusion for retailers and travellers.

China Grants Landmark Protection to 70 Bourgogne GIs

China has granted formal geographical indication (GI) protection to 70 Bourgogne wine appellations, extending legal safeguards from prestigious Grand Crus such as Montrachet to village-level names including Pommard and Côte de Nuits-Villages.

UGCB’s New President: We Must Retell the Story of Bordeaux

To understand what is really happening with Bordeaux in China and across Asia, Vino Joy News sat down with François-Xavier Maroteaux of Château Branaire-Ducru, who became president of the Union des Grands Crus de Bordeaux (UGCB) in February.

TWE Flags A$687M U.S. Goodwill Write-Off as Wine Demand Weakens

Treasury Wine Estates (TWE), the company behind labels such as Penfolds, DAOU and Frank Family Vineyards, says it expects to take a major accounting hit on its U.S. business as wine consumption continues to soften in America.

Altaya Wines Founder Paulo Pong Appointed Chairman of M+ Museum

Paulo Pong, founder and Managing Director of leading Hong Kong wine importer Altaya Wines, has been appointed Chairman of M+, Asia’s first global museum dedicated to contemporary visual culture.

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From Austria to China, Here Are Top Winners at 2025 GWSAA

Asia’s flagship wine competition, the 2025 Cathay Global Wine & Spirits Awards Asia (GWSAA), announced its winners on Nov. 8, offering a snapshot of both the enduring strength of traditional wine regions and the rapid rise of new Asian contenders.

Price War Drives Meituan to Record Quarterly Loss, Pressuring China’s Alcohol Retailers

China’s e-commerce giants are charging headlong into the booming instant retail sector, but the battle for market share is coming at a steep cost.

Fliggy Teams Up With Bordeaux to Launch Winery Tourism for China

Fliggy, Alibaba Group’s travel-services platform, has signed an agreement with the Bordeaux Chamber of Commerce and Industry and the Great Wine Capitals Global Network to develop a series of winery travel experiences aimed at Chinese tourists.

Saudi Arabia To Allow Rich Non-Muslims to Buy Alcohol

Saudi Arabia is easing one of its strictest social controls by allowing high-income non-Muslims to buy alcohol in designated stores, part of the kingdom’s broader push to open its economy and reshape long-standing religious restrictions.

What to Know About Australia’s Great Southern?

As global demand surges for elegant, cool-climate styles, one region in Western Australia has stepped into the spotlight—producing world-class Riesling, expressive Shiraz and Chardonnay of startling finesse.

China’s Top 100 Importers

The 237-page report offers an in-depth analysis of regional dynamics and market opportunities across North China, Northeast China, East China, South Central, Southwest, and Northwest China. It identifies the top 100 wine importers currently operating in mainland China. This regional breakdown provides a clear picture of where market influence is concentrated—and how each part of the country is shaping the growth and transformation of wine consumption in China.

Mouton Rothschild Taps First Portuguese Artist for 2023 Label

Château Mouton Rothschild has tapped Portuguese artist Joana Vasconcelos to illustrate the label for its 2023 vintage, marking the first time the First Growth estate has commissioned an artist from Portugal.

Exploring Geographe: Western Australia’s Diverse and Emerging Wine Region

Only about 1.5 hours by car from Perth, Geographe stretches from coastal plains to rolling hills and the bushland of the Ferguson Valley. Its varied landscape and maritime influence have made it one of Western Australia’s most charming and promising wine regions.

South Korea’s Wine Market Shifts Toward Value as Big-Box Retailers Drive Strong Sales

South Korea’s major supermarket chain E-Mart continues to post strong results for its biannual “Wine Market” discount festival, with this year’s performance returning to levels seen during the 2022 peak.