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Q4 2017 | Issue 6 All things Asia Breaking down a continent one wine market at a time: Understanding China, Hong Kong, Japan, Singapore and South Korea The changing faces of China’s wine The Three Tier system uncovered: how to drinking population navigate the pitfalls of the US market Reports shop New Wine Intelligence reports for 2018 Australia & New Zealand North America New Zealand Landscapes 2018 Q1 Rosé Wine Drinkers in the US Market 2018 Q1 Contents Comment Historians reflecting on the first two decades of the 21st century Australia Landscapes 2018 Q3 Canada Landscapes 2018 Q1 News and events will have plenty to write about. Perhaps once they have finished with The latest dispatches from the Wine Sparkling Wine in the Australian Market 2018 Q3 US Portraits 2018 Q2 politics, war, sport and celebrity, there will be time to reflect on the Intelligence Global Team seismic cultural changes that occurred at the same time, largely (but Australia Portraits 2018 Q4 US Millennials & Future Consumers 2018 Q3 4 not solely) driven by the information revolution and empowerment Sparkling Wine in the US Market 2018 Q3 Stats of the quarter of individuals through smartphone technology. China & East Asia This edition our stats of the quarter Canada Portraits 2018 Q3 Sparkling Wine in the Chinese Market 2018 Q1 hail from all corners of the globe, with Our focus for this issue is Asia and its relationship with the wine 5 latest in consumer insight from Chile, US Landscapes 2018 Q4 category, and here too we see some mind-bending transformations China Landscapes 2018 Q2 Germany, Argentina, South Korea and in behaviour, to which statistics hardly do justice. Since 2012 the Sparkling Wine in the Japanese Market 2018 Q2 South America Brazil number of people drinking imported wine in China at least twice a year has almost tripled, from 19 million to 52 million, and we E-Retail & Communications in the Chinese E-Retail & Communications in the Brazilian East Asia explored continue to stand by our prediction from five years ago that 75 Market 2018 Q2 Market 2018 (PT & EN) Q1 We break down Asia and piece it back million Chinese consumers will be participating in the imported wine together in our analysis of Japan, Hong category by 2022. China Label Design & Branding 2018 Q3 Sparkling Wine in the Brazilian Market 2018 6 Kong, Singapore and South Korea Japan Landscapes 2018 Q3 (PT & EN) Q3 How they will be participating is still up for debate. As Wine Battle of the lexicon Millennial Wine Drinkers in the Japanese Brazil Landscapes 2018 (PT & EN) Q4 Intelligence Research Director Chuan Zhou outlines on pages 13-15, Japan’s long culinary tradition has had the spectrum of wine drinking behaviour in China follows a pattern Wine Market 2018 Q4 UK a marked impact on how consumers typical of many other developing markets: a highly-involved and 9 describe wine South Korea Landscapes 2018 Q4 educated elite at the high value end through to an occasional and UK Label Design 2018 Q1 reluctant low-involved group at the low end. 15 for 15: Wine Intelligence celebrates Continental Europe On-Trade Trends in the UK Market 2018 Q2 15 years In between these extremes seems to be where the action is right now Germany Label Design 2018 (DE & EN) Q1 UK Portraits 2018 Q2 2018 is the year Wine Intelligence in China. Developing Drinkers, a younger, modish and well-educated 10 turns 15, with a packed calendar of The Netherlands Landscapes 2018 Q2 Sparkling Wine in the UK Market 2018 Q3 group typically living and working in big cities, have been the drivers celebrations and events in the works Belgium Landscapes 2018 Q2 of consumption in China of late, harnessing the power of their Flavour & Varietal Preference in the UK smartphones to figure out what to drink and what they should be France Landscapes 2018 (FR) Q3 Wine Market 2018 Q3 Meet the global team paying for it (and increasingly buying it online). Coming up behind Wine Intelligence is bigger than ever, Sparkling Wine in the German Market 2018 UK Landscapes 2018 Q4 them are the intriguing Social Newbies, a more female-oriented with 9 offices around the world. Meet younger group who are being drawn into the category by its increased (DE & EN) Q3 12 the team that keeps them ticking over visibility and accessibility. How this group evolves in both size and Spain Landscapes 2018 (ES) Q3 behaviour will determine the value of the Chinese market to wine Visit the Wine Intelligence Reports Shop online Portrait of a nation producers in the 2020s and beyond. Portugal Landscapes 2018 (PT) Q4 Shifting demographics in the Chinese at www.wineintelligence.com/reports-shop for Switzerland Landscapes 2018 Q4 wine drinking population are reflected While China is the main game for wine in Asia, similar patterns can 13 in changing consumer behaviour and details of all current and archived reports. be seen from Japan to Singapore (see pages 6-8) . Wine is becoming Germany Portraits 2018 (DE & EN) Q4 attitudes an accepted part of mainstream culture in societies where previously Please note that the publishing schedule is it was the preserve of elites and highly ritualised occasions. Just as my Multi-market Being there: Unlocking the value of the advisory and subject to change. children now enjoy sushi or congee Global Consumer Trends 2018 Q1 cellar door for breakfast (much to their parents’ CEO Lulie Halstead explores what consternation), so “western” habits The Wine Brand Power Index 2018 Q1 16 consumers really want from their cellar Publication dates such as wine are normalised for a Global Compass 2018-19 Q3 door experience generation of Asians who can immerse Quarter 1 (Q1) - January-March 2018 themselves in world culture and adopt Nordics Coming to America the parts they like. ■ Finland Landscapes 2018 Q1 Quarter 2 (Q2) - April-June 2018 A roadmap to tackling the complexities of the US’s Three Tier system Sweden Landscapes 2018 Q2 Quarter 3 (Q3) - July-September 2018 18 Denmark Landscapes 2018 Q4 Quarter 4 (Q4) - October-December 2018 Behind the scenes On a brief jaunt back to the UK, Juan Park (head of Wine Intelligence Spain) 22 fills us in on the latest developments in Richard Halstead the Spanish market COO, Wine Intelligence 2 | wineiQ | Q4 2017 Q4 2017| wineiQ | 3 News and STATS OF THE QUARTER events Latest findings from our wine reports from around the world Wine consumption by colour and age in Country of origin awareness and Argentina respective consumptionBrazil level in55% Brazil68% The latest dispatches from the Wine Portugal 39% 61% Red wine is the most popular colour amongst all Argentinian Chile and Brazil are theChile most successful countries47% 58% of origin in Argentina 34% 55% Intelligence Global Team regular wine drinkers, but white and rosé wines are proving converting awarenessItaly into purchase.31% Portugal53% is increasingly more popular with those aged under 35. recognized as a dynamicFrance player. 24% 47% irector of Spain and South America, Juan Park, has Spain 14% 35% Uruguay 9% 24% Brazil 55% 68% returned to his roots and opened our ninth Wine Germany 5% 20% Portugal 39% 61% Intelligence office in Valladolid. Nestled in the heart California 5% 16% Chile 56% South Africa 47% 58% of Spanish wine country with Valdeorras to the west, 62% 5% 15% 69% 67% 70% Argentina 34% 55% 73% Red wine Australia 3% 14% % who are aware Ribera del Duero to the east and Cigales to the north, the province 56% Red wine Italy 31% 53% D 62% Switzerland 2% 11% % who have drunk in 69% 67% France 24% 47% of Valladolid is also home to Rueda. With easy links to Madrid, Rioja, 70% 73% Other USA 1% 7% the past 6 months Spain 14% 35% New Zealand 1% 7% Galicia and Portugal, Juan will be closer than ever to clients and able Uruguay 9% 24% White wine Other 2% to observe the Spanish wine market from close quarters. 32% White wine Germany 5% 20% Chile promotes in Brazil very actively and efficiently 26% Don't know 1%5% Wine consultant 24% 24% 22% California 5% 16% 23% ref 100% This November saw Juan working in collaboration with Research 32% South Africa 5% 15% 12% 26% 7% 11% 9% 24% 8% 22% Australia 3% 14% 24% 5% Rose wine Director Chuan Zhou and Project Manager Luis Osorio to bring 23% Rosé wine Switzerland 2% 11% Portugal enjoys great awareness levels due to historical All Argentinian 18-24 25-34 35-44 45-54 55 or more affinity and has been doing great promotional work over a series of workshops to Madrid, Porto and Lisbon. Leaning on regular wine 12% Other USA 1% 7% 7% 11% 9% 8% the last years at a country, region and brand owner level drinkers 5% New Zealand 1% 7% the findings from our China Landscapes, China Portraits and Importer All Argentinian 18-24 25-34 35-44 45-54 55 or more Other 2% Sparkling Wine in the Chinese Market reports, the China Market regular wine Don't know 1%5% drinkers workshops brought a deeper understanding of consumer profiling ref 100% and segmentation, regional similarities and differences in consumer behaviour and flavour and varietal preferences, and how to exploit Source: Wine Intelligence Argentina Landscapes 2017 Source: Wine Intelligence Brazil Landscapes 2017 online communication channels to cut through the noise and target consumers in China. Attitude to wine by age in Chile Attitudes to wine in Brazil Consumers aged between 25-34 are significantly more willing The attitude of Brazilian imported wine drinkers towards wine As our local Chinese market expert, Chuan Zhou also joined a panel to try new and different styles of wine, while older drinkers remains unchanged, with the overwhelming majority of of industry experts at this year’s Hong Kong International Wine & prefer to stick to what they know.
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