Asia
Asia is the largest continent in terms of both population and landmass, with a diverse and ancient tradition of fermented beverages that includes rice wines, fruit wines, and distilled spirits alongside a growing presence of grape wine. While grape-based viticulture has historically been limited, the continent has become one of the most significant import markets for wine in the 21st century, with consumption trends increasingly influencing global trade flows[1].
Background
Wine-related traditions in Asia predate large-scale grape cultivation, centring instead on fermented rice beverages such as Japanese sake, Chinese huangjiu, and Korean makgeolli[2]. Archaeological evidence indicates early forms of grape wine in parts of the Caucasus and western China, but these remained isolated developments until European contact expanded viticulture in the modern era[3].
Traditional beverages
Rice-based wines and regional spirits, such as shōchū in Japan and baijiu in China, have shaped local drinking culture for centuries[4]. These traditions have influenced consumer perceptions of grape wine, often favouring lighter styles and sweeter profiles in early market adoption.
Wine market
Asia is now a major destination for wine exports from Europe, Oceania, and both North and South Americas, with China, Japan, and South Korea leading in volume and value of imports[5]. Growing middle-class populations, exposure to international cuisine, and the rise of wine education have contributed to sustained demand growth. E-commerce and digital marketing have accelerated accessibility in urban areas[6].
Regional comparison
China represents the largest single market in the region, with strong government support for domestic production alongside substantial imports. Japan maintains a stable, mature wine market, emphasising quality and often favouring Old World styles. South Korea has shown rapid growth, with younger consumers adopting wine as part of a modern lifestyle. India and several Southeast Asian countries, including Thailand and Vietnam, have smaller but fast-expanding markets, often limited by climate and import tariffs[7].
Viticulture
Grape cultivation in Asia is concentrated in specific climates, such as the Ningxia and Shandong regions of China, the prefectures of Yamanashi and Hokkaido in Japan, and high-altitude areas of India’s Maharashtra and Karnataka states[8]. Southeast Asia’s tropical conditions require the use of heat-resistant varieties and non-traditional harvesting schedules.
Development
Trends shaping the Asian wine sector include premiumisation, the integration of wine into fine dining culture, and experimentation with local grape varieties. Cross-cultural exchange between traditional rice wine producers and grape winemakers has also emerged, influencing stylistic approaches[9].
See also
References
- ↑ OIV – International Organisation of Vine and Wine, “Asia and the Global Wine Economy”, oiv.int.
- ↑ Saito, 日本のワイン (Wine of Japan), Shogakukan, 2013, ISBN 978-4093882849.
- ↑ Unwin, Wine and the Vine: An Historical Geography of Viticulture and the Wine Trade, Routledge, 1991, ISBN 978-0415075370.
- ↑ Toussaint-Samat, Histoire technique et morale du vin, Albin Michel, 1994, ISBN 978-2226069266.
- ↑ Li, Wine in China: Market Opportunities and Entry Strategies, Wine Intelligence, 2015, ISBN 978-0993386305.
- ↑ Anderson & Pinilla, Wine Globalization: A New Comparative History, Cambridge University Press, 2018, ISBN 978-1108411238.
- ↑ OIV – International Organisation of Vine and Wine, “Asia and the Global Wine Economy”, oiv.int.
- ↑ Robinson (ed.), The Oxford Companion to Wine, Oxford University Press, 2015, ISBN 978-0198705383.
- ↑ Unwin, Wine and the Vine: An Historical Geography of Viticulture and the Wine Trade, Routledge, 1991, ISBN 978-0415075370.