Competitive Landscape
Taiwan Tobacco & Liquor Corp Sustains Lead as Consumer Loyalty Remains Low
Wine remains highly fragmented, with Taiwan Tobacco & Liquor Corp holding a 16% total volume share in 2025, a level that reflects the lack of concentration in the competitive landscape. The leading company has seen its share decline steadily from 25% in 2020 to 16% in 2025, indicating that the environment is becoming even less concentrated over time.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Taiwan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Taiwan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wine in Taiwan?
- Where is consumer demand for Wine focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Taiwan?
- How are products distributed in Taiwan?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Wine in Taiwan, China - Category analysis
Key Data Insights
Wine Summary
Costco Tailors Wine Displays to Attract Both Value Seekers and Premium Buyers
New Zealand Sauvignon Blanc Defies Market Decline with Duty-Free Boost
Buvons Nature Redefines Wine Experiences for Taiwan’S Younger Drinkers
Younger Consumers of Legal Drinking Age Boost Demand for New Origins and Styles
New Producers and Price Trends Reshape Consumer Preferences
Taiwan Tobacco & Liquor Corp Sustains Lead as Consumer Loyalty Remains Low
Chained and Independent Specialists Strengthen Ties with Informed Buyers
Costco Adapts Pricing and Assortment to Capture Polarised Spending
Buvons Nature Event Accelerates Generational Shift in Wine Preferences
Cloudy Bay Leverages Gifting Culture with Seasonal Product Launch
Alcoholic Drinks in Taiwan, China - Industry Overview
2025 Developments
Key Data Insights
Buckskin Introduces Zero-Carb Beer, Expanding No and Low Alcohol Choices
Rtds Attract Younger Consumers as Wine Loses Ground to New Formats
Taihu and Sc Lab Collaborate, Driving Premiumisation and Cultural Innovation
Brands Target Younger Adults with Cocktails and Modern Design
Local Flavours and Health Trends Drive Innovation and Responsible Drinking
Heineken’S Local Production and Secondary Brands Intensify Competition as the Established Leader Loses Ground
Convenience Stores Drive Sustained Sales with Proximity and Promotions
Legal Restrictions Limit Online Alcohol Sales to Niche Non-Alcoholic Drinks
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
King Car and Taihu Spark Growth with Nolo and Local Flavour Launches
Product Launches Reshape Consumer Expectations and Drive Channel Adaptation
Incumbents Lose Share as Secondary Brands and Innovation Intensify Rivalry
Country Reports Disclaimer
The following categories and subcategories are included:
Wine
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Wine research and analysis database.
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